Publications

2013 Mobile Device Innovation & Purchase Intent Study

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Mobile Device Study Overview

This study tracks consumers’ perceptions of and purchase intent for mobile device brands in the U.S. It also measures the impact of Apple’s September 2013 announcement of the launch of iOS7 and the iPhone 5s and iPhone 5c on these aforementioned behaviors.

Mobile Device Study Methodology

Two consumer groups were included, the US General Population and Intenders, those who intended to buy a mobile device in next 12 months.

The brands included in the study are:

  • Android
  • Apple
  • Blackberry
  • Google
  • Microsoft
  • Samsung

For the General Population group, three questions were asked separately of consumers:

  • What type/brand of mobile device are you planning to buy?
  • Which company has the most innovative mobile devices?
  • Based on Apple’s recent news, are you more or less likely to purchase an Apple mobile device?

For the Intenders group, three questions were asked separately of consumers:

  • Are you planning to buy a mobile device in the next 12 months?
  • What type/brand of mobile device are you planning to buy?
  • Which company has the most innovative mobile devices?
  • Based on Apple’s recent news, are you more or less likely to purchase an Apple mobile device?

 

Overview of Key Findings

  • The most attractive segments for mobile device brands are 25-34 and 35-44 year-olds. These groups have a high proportion of Intenders (making them a more efficient target for mobile device brands) while also being large in size (representing a large market opportunity).
  • Perhaps unsurprisingly, Apple and Android dominate, capturing a combined 61% of purchase intent. However, one third of consumers are undecided about the brand they intend to purchase
  • Apple is perceived as the most innovative mobile device brand. 1.8 times as many consumers perceive Apple as innovative than Samsung, the closest rival, and 10 times as many than Microsoft and Blackberry.
  • Consumers who had heard about the launch of the iPhone 5s and iPhone 5c were 2.3 times more likely to buy Apple than those who had not heard

 

For more detailed information, request a copy of the full report.
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