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News Release from: GfK NOP | Subject: iPhone research
Edited by the Marketingservicestalk Editorial
Team on 15 November 2007
iPhone for Christmas? Maybe next year
New research from GfK NOP shows that UK consumers perceive the iPhone as being too expensive to tempt a purchase.
The research, which polled 500 people across the UK, suggests that, despite the 'Apple cult' fans who were prepared to queue overnight to be the first to buy the iPhone, uptake in the wider public will be limited While awareness of the iPhone is high across all age groups, only falling below 70 per cent for those aged over 60 (67 per cent), and despite over a quarter saying that they liked the look of it, the majority (72 per cent) said that the price was stopping them buying one
This article was originally published on Marketingservicestalk on 14 Aug 2007 at 8.00am (UK)
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In addition, only 2 per cent were even considering adding it to their Christmas list - rising to 6 per cent for the 31 to 40 age group - indicating that the package on offer has not hit the spot for UK consumers.
Which of these best describes your reaction to the launch of the Apple iPhone? I'm thinking of adding it to my Christmas list 2 per cent.
I quite like it but there are lots of other phones I'm also thinking about 5 per cent.
I like the look of it but it is too expensive 26 per cent.
I'm never going to buy it at that price 46 per cent.
Forget about it, I don't like it 8 per cent.
I've never heard of it and it doesn't interest me 12 per cent.
Richard Jameson of GfK NOP commented: "Apple's history proves that it has the magic touch when it comes to product development and marketing, however the iPhone has yet to capture the imagination of the UK public.
"iPhone hype is in full-force, but our data shows that it is very much a considered purchase, with its high price turning many consumers off.
"We must take into account that the UK mobile market's success has been down to subsidised handsets, therefore the iPhone's price really stands out and consumers are not used to paying in excess of GBP200 for a phone.
"This is a highly competitive market and the mobile phone manufacturers have very strong brand loyalty - Apple needs more than cutting-edge design to penetrate this market and will have to work much harder in the UK than it did in the US to make iPhone a mass-market proposition".
When asked which brands they associated with certain functions, the iPhone, as expected, was strongly associated with music (78 per cent mentioning the brand for this function) and also 'email and web surfing' (65 per cent).
Looking at the same by age, the younger age groups associate the iPhone more highly with music, while associations with email and web surfing are consistent across age.
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