CROWD

SCIENCE

Crowd Science
Smartphone Usage and Brand Study

June 16, 2009 research@crowdscience.com

Respondents over the age of 14 years were recruited from May 19 to June 8. . To measure brand image for Apple. Inc. 2009. and to compare and contrast iPhone users with those using other types of smartphones. across the Crowd Science open research network.Objectives and methodology To understand the behavior and attitudes of smartphone users.

GPS). Among smartphone users who donʼt have an iPhone approximately four-in-ten (38%) would probably/definitely buy an iPhone as their next phone. music. ➟ ➟ iPhone users are the most heavily ʻinvestedʼ in their phones. almost six-in-ten iPhone users agree they would buy Apple products over other brands if given the choice (top-2-box agreement*). Furthermore. with greatest usage scores across most top-used functions (Internet. Other smartphones 35%) video playback (iPhone 77% vs. WiFi. A greater proportion of smartphone users would consider switching to iPhone than to Blackberry for their next cell phone purchase. Meanwhile only 14% of smartphone users who donʼt own a Blackberry would probably/definitely make their next purchase a Blackberry . and exhibit the highest satisfaction ratings. iPhone users are extremely brand loyal. among those smartphone users measured: ➟ iPhone users show greater top-two-box satisfaction scores* (73%) over either Blackberry (52%) or other smartphone users (41%).Summary of results iPhone users account for one-in-three who possess any type of smartphone. iPhone top-2-box satisfaction* out-performs that for other smartphones in: ➟ ➟ ➟ ➟ screen size (iPhone 73% vs. Other smartphones 31%) * Using a 7-point scale . e-mail. Other smartphones 45%) navigation within the phone (iPhone 75% vs. Other smartphones 40%) availability of add-ons (iPhone 79% vs. Virtually all iPhone (97%) users would probably/definitely recommend iPhone to someone else. and 82% would probably/definitely buy another iPhone.

and those aged 25 to 44 years versus their younger counterparts. 100 50 49 15 7 Male iPhone Cell phone Female 61 0 Type of mobile phone used iPhone 13 100 Blackberry 9 50 57 18 0 54 26 51 28 Other Smartphone 26 Regular Cell Phone 0 50 60 100 Blackberry iPhone 13 to 24 25 to 44 Regular Cell Phone % . iPhone penetration is significantly higher among males than females. one-third of these use an iPhone.Smartphones being used • • Of the total sample. four-in-ten use some type of smartphone.

Business 3% Personal 26% Business & Personal 71% Most common uses of smartphone Internet Camera Email mp3 player WiFi GPS Bluetooth USB connectivity Picture Messaging Games (pre-existing) Video recording 0 11 50 100 50 80 74 73 52 50 100 82 86 Most common uses of smartphone 90 78 66 74 78 67 % 46 40 37 37 32 31 42 35 18 29 20 12 0 Email Internet Usage Blackberry mp3 Player iPhone WiFi Other Smartphone GPS % . with only 3% who use it for business only. compared with other smartphone users. Internet surfing. followed by music. iPhone users tend to exhibit greater proportions using most of these primary functions. most use it for both business and personal purposes (71%). camera.What smartphones are used for • • • Among those possessing a smartphone. WiFi and GPS. and e-mail tops the list of smartphone functions used.

7=Very Satisfied . when compared with all other smartphone users (including Blackberry): Size of screen. and video playback quality. availability of interesting add-on features. Satisfaction with features: Top 2 Box* Overall Satisfaction* Total smartphone users Blackberry iPhone Other Smartphone 3 2 3 3 0 Bottom 2 Box 24 56 50 Middle 3 44 46 73 41 % 100 Size of Screen Navigation within Phone Avail. Top 2 Box satisfaction scores were significantly higher among iPhone users (73%) versus either Blackberry (52%) or other smartphone users (41%).Satisfaction with smartphone • • iPhone users exhibit higher overall satisfaction levels with their phone than do Blackberry and other smartphone users. A significantly larger proportion of iPhone users are satisfied with the following features. of add-on features Video playback quality 54 52 Total smartphone users iPhone Other Smartphone Total smartphone users iPhone Other Smartphone Total smartphone users iPhone Other Smartphone Total smartphone users iPhone Other Smartphone 0 53 73 45 51 75 40 51 79 35 47 77 31 50 100 % Top 2 Box * 7-point scale: 1= Very Dissatisfied. navigation within phone.

Among non-iPhone users. only 14% of non-Blackberry users would switch to Blackberry for their next mobile phone purchase. On the other hand. An overwhelming majority of iPhone users (82%) would purchase an iPhone again. iPhone) 0 BB users*** Other smartphone users (excl. Likelihood to buy iPhone* 100 % Likelihood to buy Blackberry** 100 % 82 50 38 50 39 14 0 iPhone users Other smartphone users (excl. almost four-in-ten (38%) would switch to iPhone for their next purchase.Likelihood to buy/recommend smartphone • • iPhone users exhibit a strong loyalty to the brand. BB) * Probably/definitely would make iPhone next cell phone purchase ** Probably/definitely would make Blackberry next cell phone purchase *** Caution: low base size .

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