According to recent surveys, Apple is not the first choice for those buying a smartphone for the first time even though it has been seen through consumer satisfaction surveys that Apple customers are highly satisfied and excited with their Apple iphone experience. More often than not, previous owners suggest that others buy Apple and when getting a new phone or upgrading, they definitely prefer Apple phones to any other brand. However, despite this brand loyalty, Apple lags behind when it comes to first time buyers.
The Consumer Intelligence Research Partners report shows that there is a large difference between what consumers would opt for in their first new Smartphone and what they would want when making a later purchase and for the first time. Consumers prefer Android phones over Iphone in this case. Some of the results of the CIRP report have been mentioned below.
“The CIRP survey found that first-time smartphone owners favour the Android system relative to iOS, because 56% of those surveyed opted for a handset running Google’s mobile OS, compared to 35% and iPhone.” So, the difference in preferences can be explained by the fact that first time users probably find the Android operating system easier to use than iOS system used by Google. However, when they have become familiar with smartphones and need advancements they may buy Apple phones. “Previous smartphone owners buy Apple iPhones much more than first-time owners. Almost 50 percent of previous owners buy an iPhone, while under one-third of first-time owners buy an iPhone”, the Consumer Intelligence Research Partners report reads.”
As with many other products, the consumer profile for first time smartphone purchasers is different from those who are buying their second or third phone and they have unique demand characteristics. “Also, the first-timers seem to have different buying patterns, spend much less than previous smartphone owners and, according to CIRP, keep their devices much longer and have lower annual income.” The willingness or ability to spend only a fixed amount on a new phone may be one of the factors that hinders consumers from buying Apple phones.
Therefore Apple needs to review its strategies and cater to the needs of the huge market segment of first time buyers because this is where it faces the most competition from Android. “The big battle for first-timers and previous smartphone owners appears to be between Apple and Android, because neither BlackBerry nor Windows have any significant share in either market.”
Source: iPhone in Canada
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