A recent CIRP study(Consumer Intelligence Research Partners), a company known forits analyzes of the Apple product marketand consumer behavior, has just put his finger on a somewhat particular phenomenon. That ofthe visceral attachment of users to Apple products, particularly on the iPhone.
Owners of devices from the Cupertino company would be driven byan almost obsessive eagernessto replace their lost or defective equipment.
One lost, one (very quickly) found
Even if the study in question does not detail the sample population tested (age, CSP, geographical area, etc.), the figures it puts forward are quite impressive. More than 80% of iPhone owners rush to replace their smartphone within 48 hours of losing it. Half of them cannot even tolerate waiting more than a day. This statistic reaches its peak with96% of users who renew their device in less than a week!
The iPhone thus seems to become the essential digital extension of their existence, to the point thatonly 1% of users plan not to replace it.
47% of iPhones are replaced the same day, compared to 34% for Macs and 27% for iPads. © CIRP
Not all products are equal
The study highlights what we could callatechnology priority pyramid(see above). Macs take second place: 70% of owners replace them in less than two days, a third of them within the same day. The iPad, despite its undeniable commercial success, is positioned last with 58% of immediate replacements.
A hierarchyall in all quite logical: the computer remains an essential professional tool, while the tablet retains a perhaps more accessory status, depending on the profession.
This powerful connection between owners and Apple products could be explained by different reasons if we play the game of extrapolation. The smartphone; in any case here, the iPhone has become much more than a simple communication tool, it is also the receptacle of our personal data, our memories,a real extension of our digital identity. Owning an Apple product is very often seen as a sign of social success and belonging to a group; losing it can lead to a break with our virtual environment and can generate a feeling of disorientation for some.
It would now be extremely interesting to carry out a comparative studywith Android device ownersto compare trends. How do they perceive the value of their device compared to its price? Do they attach as much importance to brand prestige as Apple users? The resultswould probably be a little different.
- A CIRP study reveals the eagerness of Apple users to replace their lost devices, with iPhone at the top of the list of priorities.
- More than 80% of users replace their lost iPhone within 48 hours, including 47% the same day and 96% within a week.
- Only 1% of iPhone users consider not replacing their lost device.
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By : Keleops AG
