Launch Day Survey Finds 90% of iPhone 5s/5c Buyers Were Upgrading Their Existing iPhone

Launch Day Survey Finds 90% of iPhone 5s/5c Buyers Were Upgrading Their Existing iPhone

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Piper Jaffray's Gene Munster published results of his team's iPhone 5s/5c launch day survey which found that 90% of buyers were upgrading their existing device.

Notably, Philip Elmer-Dewitt counted 1410 people in line at the Fifth Ave Apple Store. Munster counted 1417.

Fortune relays Munster's findings:

● 90% of iPhone 5S/5C buyers were upgrading from another version of the iPhone compared to 83% for the iPhone 5 launch and 73% for the iPhone 4S. We note that given the relative maturity of the smartphone market in the US, it is not surprising to see that a majority of iPhone 5S/5C buyers were current iPhone users. We believe that the high level of iPhone users upgrading to the new 5S or 5C demonstrates continued high loyalty levels among iPhone users.
● 36% upgraded from the iPhone 5 (i.e. upgraded from the most recent phone) vs 26% upgrading from the 4S during last years iPhone 5 launch. Our take is that the increasing percentage of iPhone users upgrading from the most recent device shows that Apple loyalists remain committed to the Apple platform.
● In terms of storage, average capacity was 34.5GB vs 31.4GB for the iPhone 5. We note that the iPhone 5C is only offered in 16 and 32GB versions, which may have impacted the overall average capacity numbers for the launch. Overall, based on the breakdown between capacity levels, we remain comfortable with our ASP assumption of a slight rebound from the newer products in September followed by a gradual decline into th e $560-570 range in CY14.
● 72% of iPhone 5S/5C customers owned iPads compared to 63% last year.
● Interest in iPad remains at similar levels to last year. 46% of those customers surveyed suggested that they planned on buying a new iPad over the next 12 months, which compares to 34% last year.
● Of those consumers expecting to purchase an iPad over the next 12 months, 53% were interested in buying an iPad Mini and 47% in the full-sized iPad.

[via Fortune]


pkmaximum - September 21, 2013 at 7:20pm
I would have asked if their was a flash-pass like at Six Flags :P
Wall of apple fan - September 21, 2013 at 6:27am
That gots to be the longest line ever.
iPol - September 21, 2013 at 3:00am
In montreal apple store it was really cool camping ! I waited 1 hour, very good logistic as usual. And yes i upgraded from my iphone 5 to 5S !!!
CASEACE79 - September 21, 2013 at 12:23am
Not where I was. I'd say 90% of the 700 people in line were scalpers from Asia or Russia. No lie. Wasn't near as fun as the iPhone 4 launch (last time I camped)
Peter - September 20, 2013 at 11:38pm
U mentioned the people already buying the new iPhones not those who already have it (big difference) so this is does NOT represent continued loyalty ... U don't actually know how many iPhone users are willing to update their iPhones .. And you don't have an estimate how much these 90% buyers were actual iPhone users (4s or previous) and updating now ... Didn't watch the video if that makes my comment irrelevant.
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