iphone上市前消费者调查.pptVIP

iPhone Pre-Launch Consumer Survey Compete’s methodology provides a unique view of consumers Executive Summary This study compares the results of the initial survey fielded by Compete shortly after the iPhone announcement in January with the responses to similar survey targeting conducted in early June Both surveys targeted consumers observed researching iPods online Consumers’ interest in purchasing the iPhone has quadrupled since its announcement A decrease in the percentage of people who want to purchase the iPhone more than offset by an increase in the number of people willing to pay the asking price Those interested in the device appear ready to switch carriers in order to buy it Concerns about the iPhone’s Internet browsing speeds appear to be a major potential reason for interested customers to pass on the device Consumers would be willing to buy a similar device from other manufacturers traditionally in the mobile phone space; providing a window of opportunity to Apple’s competitors Effective purchase interest in the iPhone has quadrupled since the product’s announcement At announcement only 0.3% of respondents said were very likely to buy an iPhone and willing to pay over $500 for it By early June that number had quadrupled to 1.2% of respondents Fewer people are planning to buy the iPhone… Only 15% of respondents indicated that they are “very likely” or “extremely likely” to purchase an iPhone compared to 26% in January … but more are willing to pay for it 8% of iPhone shoppers who are very likely to buy an iPhone are willing to pay more than $500 (as compared to only 1% in January) Current market players may have an opportunity to promote value in the period before any price drops Switching carriers is not a barrier for iPhone enthusiasts For people seriously interested in the iPhone, switching carriers is not a hurdle; 60% indicated that they would be very likely to change providers in order to get an iPhone, consistent with January findings Sprint