UK consumers, especially iPhone owners, have high expectations for new features on iPhone 5, according to recent research from YouGov’s Apple New Product Launch (NPL) tracker
YouGov has released the results of Phase 1 of its four-part study tracking consumer expectations and reactions to Apple’s iPhone 5, which is widely expected to be launched on September 12th at a media event that Apple is hosting in San Francisco, CA.
The notoriously secretive company ignited speculation about the new device when it invited journalists to the event with an invitation that showed the number 12 casting a shadow of the number five. Rumours have been swirling for months as to what new features the iPhone 5 might have, but no one knows for certain what surprises the announcement may bring.
In this first phase of YouGov’s longitudinal study tracking consumer perceptions and reactions to the new iPhone, YouGov set out to understand what consumers were feeling and their expectations for the new product.
Phase 1 of the study found that:
- Nearly a fifth (18%) of the population were spontaneously aware that Apple were about to launch a product, and 30% of the population (prompted) were aware that Apple was looking to launch a new product/service soon.
- 21% of the UK population said they would consider buying the iPhone 5, while 67% of current iPhone owners said they expect to purchase the new model at some point in the future.
- Of the new features the iPhone 5 is expected to have, over a third (37%) of the UK population anticipates it will have a longer battery life and 4G capabilities, while 67% of current iPhone owners expect that the new model would have a longer-lasting battery.
- 24% of the population thinks it will have NFC and mobile payment capabilities – amongst current iPhone owners this is 34%.
- 44% of those who currently own an iPhone expect that Apple would announce a UK optimized version of Siri, compared to 23% among the UK population.
- 45% of the UK population expect the screen size of the new iPhone to be larger than it currently is (currently it is 3.5”) –63% for those who currently own an iPhone.
Commenting on the results, YouGov Associate Director Russell Feldman, who is conducting the study, said:
“It’s clear that a high proportion of the general public are aware and interested that Apple is launching a new product, and that they have fairly high expectations that the iPhone 5 will be a big improvement over the current 4S model. This is especially true for those who are already iPhone owners, who are expecting the iPhone 5 will have a longer battery life, 4G capabilities, NFC and mobile payment capabilities, and a larger screen. It will be very interesting to see what Apple comes out with on Wednesday, because they clearly have a lot to live up to in terms of consumer expectations.”
Feldman said YouGov would be rolling out the results of Phases 2, 3, and 4 of the study in the months following the product launch.
“We will be tracking consumer reactions immediately following the keynote launch of the new products, as well as what they think of the new features and how likely they are to purchase the iPhone 5 (if it’s out)! The final phase of the study will reveal what percentage of those who had originally intended on buying the new product actually went out and purchased it,” said Feldman.
See the full original Press Release here
For more information please contact YouGov PR Executive Harris MacLeod, at +44 (0)75 8530 0676
