Survey data: Are users buying into the new iPhone models?

Aurora Big Data released the "2018 Apple Fan Survey Report", which is based on a precise survey of iPhone mobile phone users, and provides insights into Apple fans' willingness to buy new iPhone models from three dimensions: insights into Apple fans' intention to change phones, Apple fans' evaluation of new iPhones, and Apple fans' focus on changing phones.

Core ideas:

• The loyalty of iPhone replacement users is as high as 88%, and 41.2% of iPhone replacement users plan to buy iPhone XS Max
• 7P users who want to change their phones want to buy iPhone XS Max the most, 7P users prefer iPhone XS, and 8P and 6P users are more likely to consider buying iPhone XR
• The loyalty of iPhone users born in the 1990s to iPhone is as high as 91.3%, which is significantly higher than that of users born in the 1980s and 2000s.
• Among the reasons why iPhone users no longer choose iPhone, "too expensive" and "tired of using it" are two important reasons
• iPhone XS/XS Max has a good reputation, and half of Apple fans think it is worth buying; while iPhone XR is not very popular, and nearly two Apple fans think it is not worth buying
• Compared with iPhone users born in the 1980s, those born in the 1990s pay more attention to appearance design and less to price.

1. Insights into Apple fans’ intention to change their phones

The survey results of Jiguang Big Data show that the loyalty of iPhone users is as high as 88%, and only 12% plan to switch to Android phones. More than 40% of iPhone users plan to buy iPhone XS Max, which is much higher than the other two iPhone models released at the same time. The iPhone XR is not very attractive to iPhone users, which is comparable to the iPhone X.

The survey results of Jiguang Big Data show that iPhone 7 Plus users who are upgrading their phones have the greatest willingness to purchase iPhone XS Max, followed by 6s Plus, 8 Plus and 6 Plus users. Relatively speaking, iPhone 7 users who are upgrading their phones have the weakest willingness to purchase iPhone XS Max.

The survey results of Aurora Big Data show that among users who replace iPhone 7, about 1/4 intend to buy iPhone XS, which is significantly higher than users who replace other iPhone models; users who replace iPhone 7 Plus have the weakest intention to buy iPhone XS.

The survey results of Jiguang Big Data show that among users who are upgrading from iPhone 8 and iPhone 6 Plus, more than 10% intend to buy iPhone XR; users who are upgrading from iPhone 6, 6s Plus and 7 Plus have little interest in iPhone XR.

The survey results of Aurora Big Data show that among iPhone replacement users born after 1990, the loyalty to iPhone is as high as 91.3%, and 71.4% intend to purchase new iPhone models, which is significantly higher than that of users born after 1980 and 2000.

The survey results of Aurora Big Data show that among the reasons why iPhone users no longer choose iPhone, "too expensive" is still the main reason for users to abandon iPhone. In addition, "tired of using it" is also an important reason for iPhone users to switch to Android.

2. Apple fans’ comments on the new iPhone

According to the survey results of Jiguang Big Data, more than half of iPhone users think that iPhone XS/XS Max is worth buying. Compared with iPhone XS/XS Max, iPhone XR is not very popular, with 16.9% of users believing that iPhone XR is not worth buying.

The survey results of Aurora Big Data show that the overall evaluation of iPhone XS/XS Max increases with the increase in income. More than 70% of users with a monthly income of 15,000 yuan or more think it is worth buying, but those with a monthly income of 10,000-14,999 yuan have reservations about it.

According to the survey results of Jiguang Big Data, among iPhone users with a monthly income of less than 5,000 yuan, more than 40% think that the iPhone XR is average, and only 30% think it is worth buying. The group with a monthly income of 10,000-14,999 yuan is not very interested in this affordable iPhone model, and 20% think it is not worth buying.

3. Apple fans’ concerns when changing their phones

The survey results of Jiguang Big Data show that more than 60% of iPhone users pay attention to the smoothness of operation when choosing a mobile phone. People born in the 1990s care more about the appearance design than those born in the 1980s, and nearly half of those born in the 2000s pay attention to the function configuration. Compared with those born in the 1980s and 2000s, those born in the 1990s care least about the price.

Report Description

1. Data Source

The survey data was collected through the Jiguang survey platform, and a total of 536 valid questionnaires were collected. The execution period was October 2018.

2. Data cycle

Overall reporting period: 2018.10

3. Data indicator description

Please refer to the notes on each page for specific data indicators

4. Legal Notice

The data information provided by Jiguang Big Data is estimated and analyzed based on large sample data sampling, small sample surveys, data model predictions and other research methods. Due to the limitations of the methods themselves, the data information estimated and analyzed by Jiguang Big Data based on the above methods is for reference only. Jiguang Big Data does not make any guarantees about the accuracy, completeness, applicability and non-infringement of the above data information. The legal consequences of any actions taken by any organization or individual based on the above data information have nothing to do with Jiguang Big Data, and any disputes or legal liabilities arising therefrom shall be borne by the actor.

5. Other information in the report

Aurora Data Research Institute will use its big data capabilities to conduct more detailed analysis and interpretation and business insights in various fields. Please stay tuned.