35% of U.S. consumers will buy iPhone 5, study finds

A surprisingly large number of consumers in the United States plan to purchase Apple’s next-generation iPhone according to a new survey. Shopping assistant site PriceGrabber polled approximately 3,000 U.S. consumers about Apple’s upcoming iPhone 5 in early July and found that 35% of consumers intend to buy Apple’s fifth-generation iPhone. Of those who intend to purchase the Apple handset, more than half plan to do so within the smartphone’s first 12 months of availability. “Our survey data confirms the strong following Apple has built around its iPhone, with more than one-third of consumers planning to upgrade to the latest model only a little over a year following the release of the iPhone 4,” stated PriceGrabber GM Graham Jones said in a statement. The company also found that 48% of respondents claim iOS is their favorite smartphone platform while 19% said it was Android, 7% said it was “Microsoft Windows” and 6% said their favorite smartphone OS is RIM’s BlackBerry OS. PriceGrabber’s full press release follows below.

Thirty-five percent of consumers will purchase iPhone® 5 following its release, according to PriceGrabber® survey

Fifty-one percent of new iPhone model purchasers will do so within its first year

Los Angeles, Calif., July 25, 2011 – Anticipation in the consumer electronics world is soaring for the launch of Apple’s iPhone 5, which is rumored to be hitting store shelves this fall. PriceGrabber®, a part of Experian, just released the results of its iPhone 5 survey, revealing that 35 percent of consumers plan to purchase the latest iPhone upon its release. Of these respondents, 51 percent indicated that they will buy the smartphone within the first year of release, 30 percent will purchase it before the end of 2011, 14 percent will buy it within the first month, and 7 percent will buy it within the first week. Conducted from July 1-11, 2011, the survey includes responses from 2,852 U.S. online consumers.

Consumers are hoping for an improved battery life and reduced cost
When it comes to the new features shoppers deem most important in their decision to purchase the iPhone 5, practicality seems to reign. When respondents were asked to select new iPhone 5 features most important when considering a purchase, 59 percent indicated a better battery life, and 55 percent are looking for cost reduction. Forty-six percent said that 4G network compatibility was important to them, 45 percent are hoping for a larger screen, and 42 percent would like an improved camera.

“Our survey data confirms the strong following Apple has built around its iPhone, with more than one-third of consumers planning to upgrade to the latest model only a little over a year following the release of the iPhone 4,” stated Graham Jones, general manager of PriceGrabber. “Anticipation and brand loyalty are certainly high, but in today’s 24-7 work culture and uncertain economic environment, consumers are cautious to look for a reasonably priced phone that will perform optimally over an extended time period.”

Apple iOS leads the pack for smartphone operating systems
Consumers’ love for Apple products is clear. When asked which smartphone operating system they prefer, an overwhelming 48 percent of PriceGrabber survey respondents said Apple iOS. Nineteen percent of respondents indicated that they prefer Android OS, 7 percent said Microsoft Windows, and 6 percent chose RIM BlackBerry.

Respondents also were asked which smartphone they would prefer to receive as a gift. An astonishing 69 percent of consumers indicated that they would most like to receive Apple’s iPhone 5. Seven percent said they would like to receive Motorola’s upcoming Droid Bionic, 4 percent would prefer to get the Samsung Galaxy S II, and 3 percent said the BlackBerry Curve.

Smartphone use goes back to the basics
These days, smartphones’ abilities are practically limitless, and app marketplaces are full of solutions to enhance everyday life. However, according to PriceGrabber’s survey data, smartphones’ simplest features remain the most popular. When asked what they generally use their smartphone for, 88 percent of respondents said phone calls, 77 said email, 73 percent indicated texting, 69 percent use it to browse the Internet, 51 percent said searching, and 50 percent use the phone’s Global Positioning System.

Consumers use smartphones as an aid while shopping in brick-and-mortar stores
Even in our largely virtual world, the thrill of shopping in a real brick-and-mortar store has not died. PriceGrabber’s survey data found that 36 percent of consumers said they use their smartphone for shopping. When these respondents were asked to select all the ways in which they use their smartphones for shopping, 48 percent said they compare prices online when shopping in a store; 35 percent use it to scan product bar codes to find the best price; 29 percent use localization features to find nearby products; and 28 percent like to receive coupons, deals and alerts while on the go.

When asked how often they make shopping-related purchases on their phone, 22 percent of respondents said a couple of times a month, 16 percent said a few times a year, and 12 percent said one or more times per week.

“Mobile shopping has truly emerged as a trend among savvy consumers, and what positions it for long-term success is the fact that consumers can use their smartphones as an enhancement to the shopping they already do in brick-and-mortar stores,” said Jones. “Analysis of our survey data shows that shoppers are not just sitting behind a computer doing their shopping from home; they are engaging with and leveraging the technology of their smartphones to take advantage of what their local retailers have to offer, which is certainly a promising prospect for the Main Street economy.”

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