Explosive Changes in Consumer Demand Shake Up Smart Phone Industry
Published on: 14th Jul 2010
Note -- this news article is more than a year old.
ChangeWave's latest smart phone survey of 4,028 consumers shows an explosive transformation occurring in consumer demand resulting in some major new winners and losers for second half 2010. The survey completed June 24th took a close up look at consumer demand for the new Apple iPhone 4 and the HTC Droid Incredible, along with the impact these and other offerings are having on the rest of the smart phone industry.
Consumer smart phone planned buying going forward is at an all-time high for a ChangeWave survey - with 16.4% of respondents saying they plan on buying a smart phone in the next 90 days. They note that overall buying plans going forward are significantly higher than they were a year ago at the start of the iPhone 3GS release.
At the individual manufacturers' level, going forward the survey findings show a major leap for Apple and HTC at the expense of RIM and Motorola.
The new Apple iPhone 4 is driving much of the industry's growth, with more than one-in-two (52%) respondents who plan to buy a smart phone in the next 90 days saying they'll get an Apple iPhone - an explosive 21-pt leap over the previous survey.
HTC (19%) also shows a huge improvement going forward - registering a 7-pt jump in terms of future buying plans. On the other hand, Motorola (9%) has declined 7-pts since previously.
Importantly, the biggest loser in the current survey is RIM (6%), which has registered an 8-pt drop to its lowest level ever in a ChangeWave survey.
Customer Satisfaction. Satisfaction among existing customers helps explain much of the momentum shift in the smart phone market. The Apple iPhone continues to lead all other cell phone manufacturers, with 73% of owners reporting they are Very Satisfied with their iPhone.