So the new phones came out yesterday, a big one, small one, a 5G one… the new lineup from Apple is slick, but are consumers going to buy them?

We wanted to find out what general iOS consumers are planning this cycle and how that might affect Apple.

  1. Were they aware of the virtual event?
  2. Will they upgrade?
  3. Which features do they care about most?
  4. Is Covid-19 affecting their decision to upgrade?

Full disclosure, I work at TapResearch.

To find out, we surveyed 1,200 verified iOS respondents using the TapResearch Audience network. Survey respondents were all genders, ages 18-64 and live in the US.

Who’s upgrading? About 35% (402) say they are likely or extremely likely to upgrade before EOY.

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Unsurprisingly, the more aware of Apple’s Virtual Event the more likely to upgrade:

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Which features do they care about most? Battery life seems to be king…

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But when looking at features by gender, it’s males who seem more interested in 5G and woman seem to care more about the camera:

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Lastly, of the total respondents about 26% (298) suggested that COVID-19 has affected their likliness to upgrade.

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To see the full survey results and the responses by age, gender etc. here’s a link to the full survey results page or if you’d like to run a similar survey like this one I’d love to talk with you.

About the survey:

TapResearch conducted this survey across their Audience Network of random mobile devices. The survey was conducted on October 13, 2020 shortly after the Apple Event with 1,200 respondents who were verified iOS users.

If you’re a marketer, journalist or curious cat like me and would like to run a similar survey with TapResearch shoot me a note michael@tapresearch.com

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