41% of Mobile Users Express iPhone 5 Purchase Intent – InMobi Study
InMobi, which claims to be the world’s largest independent mobile ad network, has released the combined results of its monthly InMobi Mobile Insights network ad data research and a custom iPhone-focused study, “iPhone 5 and the Mobile Market.”
InMobi says its announcement can be considered a forecast of the scope and effect of the confirmed October 4th Apple iPhone announcement. InMobi anticipates the North American mobile ad market to experience a significant increase in mobile media consumption based on its iPhone 5 consumer data findings, deducing that the fifth-generation iPhone is shaping up to be most successful smartphone product launch to date.
The recent InMobi consumer smartphone survey found that 41% of current mobile users in the U.S., Mexico, and Canada plan to buy an iPhone 5, which if it plays out in reality would make the fifth-gen handset Apple’s best-seller yet. The study also indicates that over 50% of users affirming intent to buy will make their move within six months of the iPhone 5 launch, which would increase Apple’s mobile platform market share from 27% in June 2011 (comScore Inc., August 2011) to 41% in the first half of 2012,
However, there’s a caveat. InMobi says that if Apple were to announce an iPhone next Tuesday that only amounts to an update of the current iPhone 4, a la the 3GS update of the existing iPhone that Apple released in 2009, interest in the new Apple smartphone will be significantly lower, with fewer than 15% of consumers saying they would be likely to pick up the new handset.
In terms of what consumers are expecting in the new iPhone, the InMobi study finds that the most hoped for improvements and enhancements would be improved battery life; increased processor power; higher-quality screen resolution; and stronger phone service,
Customer Retention And New Users
As for the iPhone 5′s impact on Apple’s smartphone competition, InMobi’s study revealed that over half of current BlackBerry users (52%) are planning to switch to the iPhone 5, a higher proportion than even current iPhone users 51% of whom say they’ll be trading up. Greater than one in four (27%) of Android owners have iPhone 5 fever as well. The worst news is for already beleaguered Research in Motion, with the study finding that even if Apple only announced an iPhone 4S, 28 percent of current BlackBerry smartphone would still switch to Apple, more than double the percentage of current iPhone and Android owners who would buy in that hypothetical instance.
InMobi’s North America Market Overview, which shows nearly 24 billion mobile ad impressions on the InMobi network over the past quarter, also finds Apple mobile ad impressions are on the rise in iPod Touch devices and that as a manufacturer, Apple has the majority of the market share, at 29%. Data from the report also indicate a 33% growth in mobile ad impressions over the past three months, and a 39% growth in smart phone impressions in the North America mobile market. An infographic outlining the full findings of InMobi’s most recent research is available at:
Commenting on InMobi’s latest findings, InMobi’s VP Global Research & Marketing James Lamberti, said: “The combination of Apple’s increasing market share in mobile advertising and general consumer interest in their latest technology is another boon for the mobile advertising industry. Apple is currently the clear leader in terms of compelling user experience and customer loyalty, and we feel that their quality and pace of innovation when it comes to mobile devices will continue to improve the content and advertising experience for consumers for iPhone5 and beyond.”
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