By Ken Y-N ( November 3, 2012 at 01:08)
? Filed under Lifestyle, Mobile, Polls
Macromill Research recently published a survey into Apple?s iPhone5, concentrating on existing iPhone users, but also featuring additional numbers from non-iPhone users who were thinking about buying said iPhone5.
Demographics
Over the 11th and 12th of October 2012 500 iPhone-using members of the Macromill monitor group completed a private internet-based questionnaire. 57.6% of the sample were male and 42.4% were female, and rather than age groups, their history of iPhone use was given. 45.2% had used an iPhone for less than a year, 25.4% had used one for over a year but less than two, and 29.4% had used one for two years or more. In addition, another 196 non-iPhone users who were looking at buying the iPhone5 also completed a similar internet-based questionnaire over the same period.
There?s quite stunning loyalty figures in many of the tables below! For me the biggest eye-opener was the older iPhones having one in five satisfied, yet not one single Android user reported being so.
Research results
Q1: Do you plan to buy the iPhone5? (Sample size=500)
| ? | Already bought
(to SQs) | Already reserved
(to SQs) | Soon to reserve
(to SQs) | Will buy sometime
(to SQs) | No current plan to buy |
All
N=500 | 10.4% | 4.0% | 9.6% | 31.4% | 44.6% |
Male
N=288 | 14.6% | 5.6% | 8.7% | 34.0% | 37.2% |
Female
N=212 | 4.7% | 1.9% | 10.8% | 27.8% | 54.7% |
1st year user
N=226 | 9.3% | 1.8% | 3.1% | 25.2% | 60.6% |
2nd year user
N=127 | 5.5% | 0.8% | 15.0% | 49.6% | 29.1% |
3rd or more year user
N=147 | 16.3% | 10.2% | 15.0% | 25.2% | 33.3% |
Q1SQ1: When did you decide to buy the iPhone5? (Sample size=277)
| ? | Regardless of spec, once I heard it announced | When design, functions, etc were annouced I decided | When it went on sale and I heard the news, etc I decided |
All
N=277 | 24.2% | 50.5% | 25.3% |
Male
N=181 | 27.6% | 50.3% | 22.1% |
Female
N=96 | 17.7% | 51.0% | 31.3% |
Reference
Non-iPhone users
N=196 | 6.1% | 38.8% | 55.1% |
Q1SQ2: What is/was important when deciding to buy the iPhone5? (Sample size=277, multiple answer)
| ? | Important | Somewhat important | Not really important | Not important at all |
| Fast connection speed | 61.0% | 32.5% | 5.1% | 1.4% |
| Battery life | 52.7% | 40.1% | 4.7% | 2.5% |
| Usability | 51.6% | 40.4% | 7.2% | 0.7% |
| Handset shape, size | 40.4% | 47.7% | 10.8% | 1.1% |
| Screen size | 37.5% | 50.2% | 11.2% | 1.1% |
| Display crispness | 42.2% | 44.4% | 12.6% | 0.7% |
| Handset price | 42.6% | 44.0% | 11.9% | 1.4% |
| Touch panel responsiveness | 48.0% | 37.9% | 13.0% | 1.1% |
| Design | 36.1% | 49.5% | 12.6% | 1.8% |
| Camera features | 35.0% | 47.7% | 15.5% | 1.8% |
| Handset weight | 32.9% | 48.0% | 17.% | 1.8% |
| Sound quality | 31.0% | 44.8% | 21.3% | 2.9% |
| Map functionality | 30.3% | 41.2% | 23.5% | 5.1% |
| Rich set of apps | 24.5% | 43.0% | 28.5% | 4.0% |
| Tethering functions | 31.0% | 33.9% | 27.8% | 7.2% |
| Video functions | 18.8% | 43.0% | 32.9% | 5.4% |
| Graphics performance | 22.7% | 33.9% | 34.3% | 9.0% |
| iCloud | 13.4% | 40.8% | 40.1% | 5.8% |
| Built-in applications | 15.9% | 38.3% | 40.4% | 5.4% |
| Siri | 15.2% | 38.3% | 37.9% | 8.7% |
Q1SQ3: What colour of iPhone5 do you want, did you buy? (Sample size=277)
| ? | Black and slate | White and silver | Don?t know, not bothered |
All
N=277 | 43.3% | 41.5% | 15.2% |
Male
N=181 | 50.8% | 34.8% | 14.4% |
Female
N=96 | 29.2% | 54.2% | 16.7% |
Looking at the further breakdown, over half of those in their twenties wanted or had it in black, versus just three in ten of the 50 and over crowd. 37.1% of the first year iPhone users wanted it in black, while 51.0% of those with three or more years under their belt wanted black.
Q2: How well do you know the following iPhone5 features? (Sample size=500, multiple answer)
| ? | Know it well | Know a little | Don?t know |
| 18% thinner, 20% lighter than the iPhone4S | 61.0% | 30.0% | 9.0% |
| 4 inch retina display | 57.2% | 27.8% | 15.0% |
| High-speed LTE cellular support | 57.0% | 28.0% | 15.0% |
| iCloud | 47.4% | 29.0% | 23.6% |
| Siri | 48.8% | 27.0% | 24.2% |
| Panorama photo function | 43.2% | 28.0% | 28.8% |
| Tethering function | 45.0% | 22.8% | 32.2% |
| Performance and graphics are up to twice as fast | 31.8% | 34.4% | 33.8% |
| Maps have interactive 3D flyover function | 27.8% | 29.6% | 42.6% |
| Comfortable fit EarPod headphones | 27.8% | 26.4% | 45.8% |
Q3: How attractive do you find the following iPhone5 features? (Sample size=500, multiple answer)
| ? | Attractive | A little attractive | Not really attractive | Not attractive |
| High-speed LTE cellular support | 54.0% | 35.4% | 9.0% | 1.6% |
| 18% thinner, 20% lighter than the iPhone4S | 45.4% | 41.0% | 11.2% | 2.4% |
| 4 inch retina display | 42.4% | 43.8% | 11.4% | 2.4% |
| Performance and graphics are up to twice as fast | 48.8% | 37.0% | 12.2% | 2.0% |
| Tethering function | 29.2% | 37.4% | 37.0% | 6.4% |
| Comfortable fit EarPod headphones | 19.0% | 41.8% | 32.6% | 6.6% |
| Panorama photo function | 16.0% | 43.8% | 32.4% | 7.8% |
| iCloud | 15.8% | 43.4% | 34.6% | 6.2% |
| Siri | 18.6% | 38.6% | 35.0% | 7.8% |
| Maps have interactive 3D flyover function | 13.0% | 38.0% | 38.6% | 10.4% |
By comparison, the non-iPhone users found all of these features slightly more attractive than the existing users above.
Q4: Do you have expectations for further future iPhone models? (Sample size=500+196)
| ? | Very expectant | Somewhat expectant | Not really expectant | Not expectant at all |
All
N=500 | 52.8% | 42.2% | 4.8% | 0.2% |
1st year user
N=226 | 45.6% | 49.1% | 5.3% | 0.0% |
2nd year user
N=127 | 55.1% | 38.6% | 6.3% | 0.0% |
3rd or more year user
N=147 | 1.9% | 34.7% | 2.7% | 0.7% |
Reference
Non-iPhone users
N=196 | 34.2% | 60.2% | 5.6% | 0.0% |
Q5: What functions do you want to see, expect to see in future iPhones? (Sample size=500, multiple answer)
| Electronic payment functions (NFC) | 13.8% |
| Infrared transmission | 13.2% |
| One Seg digital television | 11.0% |
| Better battery life | 9.0% |
| Better maps | 7.0% |
| Waterproofing | 5.8% |
Q6: What other Apple products do you have? (Sample size=500+196, multiple answer)
| ? | iPod | iPad | Mac | None |
All
N=500 | 37.0% | 21.8% | 17.6% | 43.4% |
Male
N=288 | 36.1% | 27.4% | 20.8% | 40.3% |
Female
N=212 | 38.2% | 14.2% | 13.2% | 47.6% |
1st year user
N=226 | 32.3% | 16.4% | 13.7% | 52.7% |
2nd year user
N=127 | 43.3% | 15.0% | 15.7% | 39.4% |
3rd or more year user
N=147 | 38.8% | 36.1% | 25.2% | 32.7% |
Reference
Non-iPhone users
N=196 | 27.0% | 10.2% | 6.1% | 64.3% |
Q7: How well do the follow terms fit your image of Apple products? (Sample size=500, multiple answer)
| ? | Very much so | So to some degree | Not really so | Not at all so |
| Advanced | 57.2% | 39.0% | 3.4% | 0.4% |
| Good sense | 50.2% | 45.8% | 3.4% | 0.6% |
| Good design | 55.8% | 39.4% | 4.0% | 0.8% |
| Leading-edge | 52.4% | 42.6% | 5.0% | 0.0% |
| Polished | 49.6% | 44.6% | 5.2% | 0.6% |
| Innovative | 47.8% | 46.0% | 5.8% | 0.4% |
| Technical strength | 46.2% | 47.6% | 5.8% | 0.4% |
| Simple | 53.0% | 40.6% | 5.6% | 0.8% |
| Elegant | 52.2% | 41.4% | 6.0% | 0.4% |
| High quality | 34.8% | 56.8% | 7.6 | 0.8% |
| Trustworthy | 36.6% | 54.0% | 8.6% | 0.8% |
| High-spec | 39.6% | 50.8% | 8.8% | 0.8% |
| Never grow tired of | 39.0% | 50.8% | 9.6% | 0.6% |
| Cool | 40.0% | 49.0% | 9.8% | 1.2% |
| Rich functionality | 38.4% | 49.2% | 11.6% | 0.8% |
| Can grow close to | 37.4% | 49.6% | 12.0% | 1.0% |
| Individualistic | 46.0% | 40.4% | 12.6% | 1.0% |
| High-class | 34.2% | 51.2% | 13.8% | 0.8% |
| Easy to use | 39.2% | 44.8% | 13.2% | 2.8% |
| Difficult to break | 12.4% | 48.6% | 29.6% | 9.4% |
Q8: How satisfied are you with each of the following features of the mobile phone you currently mostly use in your private life? (Sample size=500+196, multiple answer, figure is for ?Satisfied?+?Somewhat satisfied?)
| ? | iPhone5 users
N=52 | Other iPhone users
N=448 | Other smartphone users
N=48 | Feature phone users
N=148 |
| Design | 100.0% | 96.9% | 91.7% | 87.2% |
| Crispness of display | 100.0% | 95.3% | 83.3% | 63.5% |
| Handset shape, size | 94.2% | 92.2% | 93.8% | 83.8% |
| Rich set of apps | 94.2% | 91.3% | 68.8% | ? |
| Screen size | 94.2% | 87.5% | 89.6% | 65.5% |
| Camera functions | 92.3% | 86.6% | 66.7% | 62.8% |
| Usability | 94.2% | 83.9% | 58.3% | 70.3% |
| Sound quality | 92.3% | 83.9% | 83.3% | 60.1% |
| Video functions | 86.5% | 84.2% | 72.9% | 40.5% |
| Smoothness of graphics | 923% | 82.6% | 47.9% | 48.0% |
| Built-in applications | 80.8% | 83.9% | 60.4% | ? |
| Touch-panel responsiveness | 96.2% | 79.9% | 45.8% | ? |
| Weight | 98.1% | 69.0% | 75.0% | 70.9% |
| Map functions | 40.4% | 73.2% | 79.2% | 36.5% |
| Data transmission speed | 96.2% | 59.8% | 50.0% | 58.1% |
| Handset price | 69.2% | 58.7% | 60.4% | 65.5% |
| Battery life | 53.8% | 30.8% | 22.9% | 55.4% |
| One Seg TV | ? | ? | 62.5% | 60.8% |
Q9: Overall, how satisfied are you with the mobile phone you currently mostly use in your private life? (Sample size=500+196)
| ? | Satisfied | Somewhat satisfied | A little dissatisfied | Dissatisfied |
iPhone5 users
N=52 | 36.5% | 63.5% | 0.0% | 0.0% |
Other iPhone users
N=448 | 19.6% | 73.4% | 6.3% | 0.7% |
Other smartphone users
N=48 | 0.0% | 62.5% | 29.2% | 8.3% |
Feature phone users
N=148 | 4.7% | 62.8% | 27.0% | 5.4% |
Q10: Would you want to use an old smartphone trade-in service? (Sample size=500)
| Yes, regardless of trade-in price | 50.4% |
| Yes, depending on trade-in price (to SQ) | 33.0% |
| No, not at all | 16.6% |
Q10SQ: At how much of a trade-in price would you want to use such a service? (Sample size=165)
| 5,000 yen or less | 11.6% |
| 5,001 to 10,000 yen | 26.2% |
| 10,001 to 20,000 yen | 35.4% |
| 20,001 to 30,000 yen | 18.3% |
| 30,001 to 40,000 yen | 6.1% |
| 40,001 to 50,000 yen | 2.4% |
Read more on: iphone5,macromill research
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