Friday, September 6th, 2013 - Roy Morgan Research

So much for the Apple iOS 7 backlash predicted by some tech commentators: according to the latest findings from Roy Morgan Research, Apple is as popular as ever with Australians — many of whom own multiple Apple devices.

So much for the Apple iOS 7 backlash predicted by some tech commentators: according to the latest findings from Roy Morgan Research, Apple is as popular as ever with Australians — many of whom own multiple Apple devices.

Some 1.6 million Australians intend to purchase an Apple iPhone in the next 12 months, or 39% of all mobile users intending to buy a new mobile phone.

Meanwhile, 85% of consumers who already own an iPhone, an iPad and a Mac computer intend to upgrade their iPhone, and 59% of those who own at least one of these products intend to purchase or upgrade their iPhone.

Clearly, part of Apple’s continued success can be attributed to a ‘multiplier effect’: whereby ownership of one Apple product generates purchases of more Apple products and a higher rate of intention to buy an iPhone is associated with ownership of multiple Apple devices.

There are currently 5.5 million iPhone owners in Australia. This already staggering figure is set to rise — although 64% of Aussies intending to buy an iPhone in the next 12 months already own one, 36% do not … yet.

Source: Roy Morgan Single Source (Australia) February 2013 – July 2013 n=1,911. Base: Australians 14+, Main Mobile Users who intend to buy or upgrade their mobile phone in the next 12 months

George Pesutto, General Manager Media & Communications, Roy Morgan Research, says:

“Part of Apple’s competitive advantage lies within its operating system, which allows multiple devices to share functionality and information seamlessly. Each product operates very similarly, the main difference now being the size of device. This is very attractive for consumers.

“Apple has been successful in building a loyal customer base. Almost a million Australians aged 14+ now own an iPhone, an iPad AND a Mac computer, while 8.6 million have at least one of these.

“iPads are clear leaders in the tablet market, with 28% of the population owning one. Considering Apple’s success in the tablet market and the overall Apple ‘multiplier effect’, we may see an increase in intentions to purchase an iPhone in the lead-up to the hotly rumoured September iPhone release.”

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Roy Morgan Research


Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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