A survey conducted in Europe by market research firm Canalys shows that those who currently own iPods are pretty receptive to buying an Apple iPhone as their next mobile phone.
May 18, 2007 (Press Release) --
A survey conducted in Europe by market research firm Canalys shows that those who currently own iPods are pretty receptive to buying an Apple iPhone as their next mobile phone. The survey was conducted in April of this year as an online questionnaire of over 2,000 employed, adult mobile phone users. Survey takers were located in France, Germany, Italy, Spain, and the UK.
The respondents were asked to "rate how likely they would be to choose different vendor brands for their next personal mobile phone." While clear leaders such as Nokia and Sony Ericsson came out ahead, the iPhone didn't do too badly among iPod owners. Almost half of those who owned iPods said that they were likely to consider Apple's offerings for their next mobile phone—Apple even came out ahead of RIM, HP, and Palm in the ratings.
"Apple’s rating improves dramatically when you talk to existing iPod owners," wrote Canalys senior analyst Pete Cunningham in a statement. "Almost half the respondents who owned an iPod rated Apple as more likely than not be considered for their next phone, compared to just 20% for those who didn’t have an iPod, and they were five times as likely to give Apple the highest rating. There is a lot of loyalty there that Apple can tap into."
Among Canalys' other findings included the fact that over half of the respondents in the survey expressed interest in mobile TV and that consumers are more into advertising based around location and communication than television (such as advertising related to a free GPS service on a mobile phone).
Canalys points out why Apple's position in the rankings, despite not being on top, is a good thing: "Given that the iPhone has not even shipped yet this gives an indication of how well its brand could play in the consumer mobile phone space."
The respondents were asked to "rate how likely they would be to choose different vendor brands for their next personal mobile phone." While clear leaders such as Nokia and Sony Ericsson came out ahead, the iPhone didn't do too badly among iPod owners. Almost half of those who owned iPods said that they were likely to consider Apple's offerings for their next mobile phone—Apple even came out ahead of RIM, HP, and Palm in the ratings.
"Apple’s rating improves dramatically when you talk to existing iPod owners," wrote Canalys senior analyst Pete Cunningham in a statement. "Almost half the respondents who owned an iPod rated Apple as more likely than not be considered for their next phone, compared to just 20% for those who didn’t have an iPod, and they were five times as likely to give Apple the highest rating. There is a lot of loyalty there that Apple can tap into."
Among Canalys' other findings included the fact that over half of the respondents in the survey expressed interest in mobile TV and that consumers are more into advertising based around location and communication than television (such as advertising related to a free GPS service on a mobile phone).
Canalys points out why Apple's position in the rankings, despite not being on top, is a good thing: "Given that the iPhone has not even shipped yet this gives an indication of how well its brand could play in the consumer mobile phone space."
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