Apple consumer surveySEPTEMBER 2016

about the surveyFrom August 26-28, 2016, Branding Brand surveyed 1,000 iPhone customers ages 18-65 to understand their excitement around the new products Apple is expected to release in September, including the next-generation iPhone (possibly called the iPhone 7) and Apple Watch.

To learn more about our methodology, contact press@brandingbrand.com.

what you'll learn

Going into September 2016, the percentage of consumers willing to trade in for the next iPhone jumped to 51%, up from 22% in March. Consumers are warming up to the idea of buying an Apple Watch.

WHO'S EXCITED ABOUT APPLE'S NEXT LAUNCH?

From March to August 2016, there was a small shift by customers from iPhone 5, 5s, and 5c to newer generations. Only 4% bought the new iPhone SE, launched in March 2016.

ARE PEOPLE HESITANT TO UPGRADE SMARTPHONES?

iPhone customers aren't happy about the removed headphone jack. 39% of those interested in Apple Watch won’t buy unless the cost goes down.

WHAT DO APPLE CUSTOMERS WANT FROM THEIR DEVICES?

01Apple Consumer Survey: September 2016Branding Brand

02Apple Consumer Survey: September 2016Branding Brand

28%

iPhone 4s or older

iPhone 5, 5s, 5c

iPhone 6, 6s

iPhone 6 Plus, 6s Plus

iPhone SE

8%

39%

21%

4%

Apple consumer survey60% of iPhone owners currently own an iPhone 6 generation phone.

WHAT KIND OF iPHONE DO YOU CURRENTLY OWN?

Apple consumer surveyiPhone customers are on the fence about buying the next iPhone.

WOULD YOU TRADE IN YOUR CURRENT IPHONE FOR THE NEWEST iPHONE?

03Apple Consumer Survey: September 2016Branding Brand

Yes No

51% 49%

Apple consumer surveyiPhone customers are not excited about the removed headphone jack.

WHICH POTENTIAL NEW iPHONE FEATURE ARE YOU MOST INTERESTED IN?

04Apple Consumer Survey: September 2016Branding Brand

49%Dual cameras for sharper photos

12%Removed headphone jack, second speaker

21%iOS 10

18%Pressure-sensitive home button

Apple consumer survey11% own an Apple Watch in August.

DO YOU OWN AN APPLE WATCH?

05Apple Consumer Survey: September 2016Branding Brand

Yes No

11%

89%

Apple consumer survey83% of iPhone owners won’t buy the next Apple Watch.

DO YOU PLAN TO BUY THE NEXT APPLE WATCH RELEASE?

06Apple Consumer Survey: September 2016Branding Brand

Yes 17%

No 83%

Apple consumer surveyMost consumers won't buy the Apple Watch unless the cost goes down.

WHAT WOULD MAKE YOU WANT TO BUY AN APPLE WATCH?

07Apple Consumer Survey: September 2016Branding Brand

Better apps

3%

Longer lasting battery

7%Variety of

styles

6%More features or functionality

11%

Lower cost

39%

Nothing

33%

Other

1%

about Branding Brand

Apple Consumer Survey: September 2016Branding Brand

Branding Brand is the retail industry's largest mobile commerce platform, powering shopping experiences for over 200 enterprise brands. In addition to being named a Gartner “Cool Vendor” of apps, the Company was also named a 2016 Forrester Wave Leader in “Mobile Commerce and Engagement Platforms.”

Visit blog.brandingbrand.com for more consumer behavior trends.

brandingbrand.com blog.brandingbrand.com @brandingbrand

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