Friday, September 20th, 2013
There are now over five million iPhone owners in Australia and over 4 in 10 of them are potentially free to upgrade to the latest model launching Friday September 20: 15% are using a pre-paid iPhone, 11% are no longer under a contract and 17% are on a contract expiring in the next six months.

Overall, in the six months to June 2.6 million iPhone users (51%) said they intend to upgrade their mobile at some point—whether to another iPhone or a different brand.

However iPhone owners with a contract expiring within the next six months are much more likely to have a new model on their minds: 72% say they intend to upgrade. But other free-to-upgrade owners are actually less inclined than average: 47% of iPhone users without a contract and just 42% of pre-paid users.

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

“As the iPhone 5S is launched on Friday September 20, the vast majority (around 70%) of the current iPhone owners who intend to upgrade at some point nominate iPhone as the brand they would choose again. However this has decreased over the last few years as new competitors like Samsung’s Galaxy have gained market traction.

“However it is noteworthy that iPhone owners with a contract nearing expiry are the most likely to say they intend to upgrade, and 71% of those intenders nominate the iPhone as their brand of choice.

“Our research has found that the three most important considerations when buying a mobile—each for the majority of Australians—are ease of use, long battery life and reliability.”

Source: Roy Morgan Single Source (Australia) January – June 2013. Australian iPhone Owners 14+, total sample n = 2101; iPhone owners with contract expiring within 6 months n = 345; iPhone owners not on a contract n = 267; iPhone owners using pre-paid n = 307.

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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.
Shaun Ellis
P: 03 9224 5332


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