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Market Research Report
Apple iPhone Potential in China
| Published by |
Pearl Research |
| Published |
April, 2008 |
Product code |
68542 |
| Content info |
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| Price |
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Apple iPhone Potential in China published by Pearl Research in April, 2008. This report price starts from US $ 1500.
Abstract
Consulting firm Pearl Research released a study detailing Chinese consumer
purchase intent for Apple' s iPhone. The iPhone has not been officially
released in China, but can be found on store shelves through gray imports.
China could be a significant market for Apple with its 565 million mobile
phone users and trend-conscious consumers.
- Approximately 68% of our sample had heard of the iPhone. In our
interviews, females were more likely to cite “trendiness” and
“design” as a key factor in wanting to purchase an iPhone while
males cited “utility” as the chief reason.
- The high price tag of $500 or more was the most mentioned reason for
disinterest in purchasing an iPhone along with Apple' s inexperience in mobile
phones. The iPhone' s high profile has spawned Chinese copycats that duplicate
iPhone' s features at a fraction of the price, retailing for $200 to $300.
Pearl Research believes the popularity of these copycat phones could cut into
market share for the official iPhone.
- A key selling point for the iPhone is the ease through which users can
intuitively surf the Internet on a touch-screen. However, this selling point
of mobile Internet has less resonance in China. Through interviews with
consumers, we found that most users do not use the mobile Internet extensively
due to carriers' high costs for these services.
- Approximately 88% of iPod owners expressed interest in the iPhone. The
iPod has created a consumer segment in China familiar with Apple products.
Appealing to users beyond this core group of users remains a challenge for
Apple, if it decides to release the iPhone in China.
The study is based on 450 online survey respondents and 24 in-depth one-on-one
interviews across both first- and second-tier cities in China.
Table of Contents
- Apple iPhone Features
- Background
- Methodology
- Key Findings: Purchase Intent
- Iphone' s Potential in China
- iPhone' s “Cool” Factor Drives Consumer Interest
- Apple is an Emerging Brand in China
- Interface Draws Mix Reviews
- Attack of the Clones
- Mobile Internet Not Widely Used
- A taste for high-end cell phones across income groups
- Conclusions
- Interview with Wu Zheng Hong, an employee at an unofficial iPod store in
Beijing
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