Survey finds consumers eager for Apple’s iPhone – but will they buy?
Apple’s media blitz surrounding the launch this week of its new Internet-enabled iPhone has consumers’ attention. 15% of online consumers in a Harris Interactive Inc. survey say they are somewhat likely to buy the iPhone and 1% are certain they will.
That’s not to say there will be an immediate run on sales. Only 4% say they are at least somewhat likely to buy the new device as soon as it’s available. Most of those interested in buying -- 55% -- say they will wait for a price drop. 49% say they’ll wait to buy until they find out how well the phone performs and 20% say they’ll wait until their current cell phone contract expires.
Initially, 38% of those surveyed said they were at least somewhat interested in getting the iPhone. But after getting a full description of the iPhone, including its price and its exclusive relationship with carrier AT&T, only 15% said they were somewhat likely to buy the iPhone.
“This kind of drop-off between ‘interest in getting the iPhone’ and ‘likelihood of buying one’ is not all that unusual for products like this in this price range,” says Aongus Burke, senior research manager of Harris Interactive’s media and entertainment practice. The two initial iPhone models sell for about $500 and $600, respectively. “Similarly, the fact that most people who might buy the iPhone won’t do so right away shouldn’t be seen as surprising or troubling for Apple, given the amount of interest Apple has generated for this product,” Burke adds.
The survey found that those most likely to buy the phone first fit the demographic profile of the typical early adopter. 17% of the online males surveyed say they are somewhat likely to buy the phone compared to 13% of females. 20% of those aged 18 to 24 having annual household incomes of $200,000 or higher say they are somewhat likely to buy the iPhone, compared with 15% of those with lower household incomes.
There is also interest in the iPhone among younger teens, aged 13 to 17. 27% of males and 20% of females in that group said they are somewhat likely to buy the phone. That compares to the 14% of all online adults who said they are somewhat likely to buy the new phone.
Among those indicating they are very likely or absolutely certain they’ll buy the iPhone, 58% say web browsing is the feature they are most interested in. Among those likely or at least somewhat likely to buy the phone, 48% cited web browsing as the reason. “iPhone ads certainly sell this feature in a breathtaking way. Whether the iPhone can really deliver on this attribute, one which so many others have not, remains to be seen,” Burke observes.
The online survey of more than 10,000 consumers between the ages of 13 and 64 was conducted between May 8 and May 23.
Back...
