Apple Consumer Survey: 4-inch iPhone and Apple Watch, March 2016

Appleconsumer survey

MARCH 2016

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Branding Brand | Apple Consumer Survey 02

RESPONDENTS

1,041SMARTPHONE OWNERS

iPhone onlyONLINE SHOPPERS

U.S. onlyDATE

February 21

about the surveyBranding Brand conducted a survey to learn customer perceptions of some of the new products Apple plans to release in early spring, including a 4-inch iPhone and Apple Watch accessories.

how often do you purchase items online?


Over half of iPhone owners said they shop at least 1-3 times per month.

13%1-3 times per week

36%1-3 times per year

51%1-3 times per month

what kind of smartphone do you own?


57% of iPhone owners surveyed currently own an iPhone 6, 6s, 6 Plus, or 6s Plus.

22%35%35%8%

iPhone 4s or older

iPhone 5, 5s, 5c iPhone 6, 6s iPhone 6 Plus, 6s Plus

100%60% 80%40%20%0%

what other smartphones have you owned?

Branding Brand | Apple Consumer Survey*Percentages may not add up to 100% due to respondents previously owning several types of smartphones. 05

Nearly half of iPhone owners surveyed have always owned an iPhone.

Android BlackBerry Windows OtherAlways owned an iPhone

46%

35%

19%

7% 3%

would you trade in your current device for the new 4-inch iPhone?

Branding Brand | Spring 2016 Apple Consumer Survey 06

Only 22% of iPhone owners would trade in their current devices for the new 4-inch iPhone.

22%said they would trade in their current device

78%said they would not trade in their current device


92% of current iPhone owners don't own a smartwatch.

4%said they own an Apple Watch

92%said they don't own a smartwatch

4%said they own a smartwatch other than an Apple Watch

100%60% 80%40%20%0%

what kind of smartwatch do you own?

what are your favorite Apple Watch features?

Branding Brand | Apple Consumer Survey*Percentages may not add up to 100% due to respondents listing more than one feature. 08

54% of Apple Watch owners listed communication apps (i.e., email, messages, and calls) as their favorite smartwatch feature.

Email/Messages Calls Calendar MusicFitness

41%

35%

19%7% 6%

40%Fitbit

7%Motorola

5%Pebble

5%Misfit

9%Other

14%Sony

26%Samsung

what other brand of smartwatchdo you own?


Based on iPhone owners who have a smartwatch other than the Apple Watch, 40% currently own a Fitbit.

*Percentages may not add up to 100% due to respondents owning more than one type of smartwatch.

what would convince you to purchase an Apple Watch?

Branding Brand | Apple Consumer Survey

53% of iPhone owners who don't own a smartwatch said nothing would convince them to purchase an Apple Watch. Of those that are interested in the Apple Watch, 39% said they would consider purchasing one if the cost was lower.

*Percentages may not add up to 100% due to respondents listing more than one preference.

53%

39%

16%

15%

14%

12%

Nothing

Lower cost

More features or functionality

Variety of styles

Longer lasting battery

Better apps

10

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Apple Consumer Survey: 4-inch iPhone and Apple Watch, March 2016

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