The iPhone 5
The improved, faster wireless connectivity and larger, more vibrant display on the new iPhone 5 offers an opportunity for marketers to provide a richer brand experience, says the mobile ad network mojiva.
The company, which conducted a study to determine if and how iPhone owners intend to upgrade to the new iPhone 5, and to examine their attitudes towards mobile advertising on the iPhone, says early adopters of the iPhone 5 will most likely be comprised of 25 to 45 year olds with high disposable incomes – a prized demographic.
The Mojiva report revealed that an overwhelming number of current iPhone owners would remain loyal to the brand the next time they purchase a new phone. 82 percent of U.S. respondents plan to purchase an iPhone when they next upgrade to a new mobile phone, compared to 68 percent of U.K. respondents. Conversely, 16 percent of U.S. respondents and 31 percent of U.K. respondents stated they planned to upgrade to an Android, BlackBerry or other device. The major findings include:
- Slightly more than two out of five U.S. respondents (42 percent) have owned their current iPhone for less than six months, compared to over half of U.K. respondents (52 percent).
- Over half of U.S. respondents (57 percent) and 48 percent of U.K. respondents have owned their iPhone for six months or longer.
- 70 percent of U.S. respondents who currently own an iPhone plan to purchase the iPhone 5, while 89 percent intend to purchase if reviews of the iPhone 5 are positive. Comparatively, 69 percent of U.K. respondents who currently own an iPhone plan to purchase the iPhone 5, while 89 percent intend to purchase if reviews are positive.
- More than two out of five U.S. and U.K. respondents (43 percent and 41 percent, respectively) currently own an iPad. Nearly two-thirds of U.S. respondents (61 percent) will own or intend to purchase a new iPad within the next six months, compared to 66 percent of U.K. respondents.
- When asked what one thing they would like to see more of from the ads on their iPhone, nearly half of all U.S. and U.K. respondents (47 percent and 46 percent, respectively) stated they would like to see more mobile ads that include discounts and special promotion offers.
- More than two-thirds of both U.S. and U.K. respondents (68 percent and 71 percent, respectively) stated that they would be more likely to interact with ads on their iPhone that are based on their previous browsing history.
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