In March 2016, Apple is expected to announce a new model of iPhone that goes back to the smaller 4-inch screen of previous generations. Many current iPhone users are less than excited. In a recent survey, 78% said they would not consider switching to this new 4-inch iPhone. In addition to the smaller screen size, the new device will also miss out on the much-hyped 3D Touch. For a company that’s so strongly identified with innovation, consumers may feel let down by a device that offers no new capabilities, but still comes with a hefty price tag. To learn more, visit brandingbrand.com/apple and watch for more Apple keynote coverage.

1. Apple
consumer survey
MARCH 2016

2. Branding Brand launches and optimizes web, app, and in-store shopping
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collection of data on usability best practices.
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about Branding Brand
Branding Brand | Apple Consumer Survey 02
RESPONDENTS
1,041
SMARTPHONE OWNERS
iPhone only
ONLINE SHOPPERS
U.S. only
DATE
February 21
about the survey
Branding Brand conducted a survey to learn customer perceptions of some
of the new products Apple plans to release in early spring, including a 4-inch
iPhone and Apple Watch accessories.

3. how often do you purchase
items online?
Branding Brand | Apple Consumer Survey 03
Over half of iPhone owners said they shop at least 1-3 times per month.
13%
1-3 times per week
36%
1-3 times per year
51%
1-3 times per month

4. what kind of smartphone
do you own?
Branding Brand | Apple Consumer Survey 04
57% of iPhone owners surveyed currently own an iPhone 6, 6s, 6 Plus,
or 6s Plus.
22%35%35%8%
iPhone 4s or older
iPhone 5, 5s, 5c iPhone 6, 6s iPhone 6 Plus, 6s Plus
100%60% 80%40%20%0%

5. what other smartphones have
you owned?
Branding Brand | Apple Consumer Survey*Percentages may not add up to 100% due to respondents previously owning several types of smartphones. 05
Nearly half of iPhone owners surveyed have always owned an iPhone.
Android BlackBerry Windows OtherAlways owned
an iPhone
46%
35%
19%
7%
3%

6. would you trade in your current
device for the new 4-inch iPhone?
Branding Brand | Spring 2016 Apple Consumer Survey 06
Only 22% of iPhone owners would trade in their current devices for
the new 4-inch iPhone.
22%
said they would trade
in their current device
78%
said they would not trade
in their current device

7. Branding Brand | Apple Consumer Survey 07
92% of current iPhone owners don't own a smartwatch.
4%
said they own an Apple Watch
92%
said they don't own
a smartwatch
4%
said they own a smartwatch
other than an Apple Watch
100%60% 80%40%20%0%
what kind of smartwatch
do you own?

8. what are your favorite Apple
Watch features?
Branding Brand | Apple Consumer Survey*Percentages may not add up to 100% due to respondents listing more than one feature. 08
54% of Apple Watch owners listed communication apps (i.e., email,
messages, and calls) as their favorite smartwatch feature.
Email/Messages Calls Calendar MusicFitness
41%
35%
19%
7% 6%

9. 40%
Fitbit
7%
Motorola
5%
Pebble
5%
Misfit
9%
Other
14%
Sony
26%
Samsung
what other brand of smartwatch
do you own?
Branding Brand | Apple Consumer Survey 09
Based on iPhone owners who have a smartwatch other than the
Apple Watch, 40% currently own a Fitbit.
*Percentages may not add up to 100% due to respondents owning more than one type of smartwatch.

10. what would convince you to
purchase an Apple Watch?
Branding Brand | Apple Consumer Survey
53% of iPhone owners who don't own a smartwatch said nothing would convince
them to purchase an Apple Watch. Of those that are interested in the Apple
Watch, 39% said they would consider purchasing one if the cost was lower.
*Percentages may not add up to 100% due to respondents listing more than one preference.
53%
39%
16%
15%
14%
12%
Nothing
Lower cost
More features or functionality
Variety of styles
Longer lasting battery
Better apps
10

11. contact us
World Headquarters
2313 E. Carson St.
Pittsburgh, PA 15203
Alison Judge
Director, External Communications
alison.judge@brandingbrand.com
724.664.5861
New York Office
334 E. 22nd St.
New York, NY 10010
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