Aug 22 2013, 11:09am CDT | by Deidre Richardson
While I think that all studies have some level of inaccuracy with regard to tech shoppers, I am always intrigued by studies that examine the types of consumers that use smartphones and tablets. In this case, a new study by Flurry Analytics, a research firm, discovered that the iPhone is the smartphone of choice when it comes to “value shoppers,” singles, and new moms. With regard to “value shoppers,” this statistic must refer to contract customers – seeing that off-contract customers pay full price for the unlocked models.
This statistic may also concern those who do not buy the latest smartphone each year and simply opt for more affordable models. A good example of this kind of shopper is a customer who will purchase the new iPhone 5 this year and refrained from so doing last year when the price of the iPhone 5 would have been $700 unlocked. Some customers may choose to wait next year to purchase the iPhone 5, when the price will have dropped from the original $649 to $449.
The singles find is interesting indeed. I know a lot of friends who are married or single who own the iPhone; in my part of the world, however, there are more married individuals who own the iPhone while there are few singles that do. I am one of the only singles in my circle of friends who owns the iPhone. The singles find is also interesting because some singles struggle to make ends meet and purchase Google smartphones and tablets – although some singles I know carry iPhones. These singles will essentially marry, which means that they will later prefer iPhones as married individuals and parents.
What about new moms? Well, this too, is a subjective find in the Flurry Analytics study, since my sister is a new mom who looks to buy a Galaxy S4 next month when her husband gets to renew his two-year agreement with Sprint. Her daughter (my niece) is only six months old, so she would qualify as a new mom. My sister Danielle wants to purchase the Galaxy S4 because of all the things her smartphone can do. She thinks that the iPhone is too overpriced on a two-year contract for what it offers and would rather get more for her money. It’s likely that there are many new moms who prefer the iPhone, but it is likely due to the iPhone camera that, in my opinion, is much better than any camera I’ve used on an Android device to date.
The iPad, in contrast, was the iDevice of choice for “pet owners, small-business owners, moms, and ‘casual simulation gamers,’” according to CNET. The “moms” category refers to those who have been moms for a while, not new mothers (since the iPhone is preferred among new moms). Moms also have children who will want to play with the iPad when they get to, say, 2 years old or so. Small-business owners are one to prefer iPads, particularly since iPads help them keep track of their invoices, download business apps, etc. This is the group Apple is aiming at with its new Business Apps site and larger iPads.
One thing to remember with these studies is that they should be taken with a grain of salt. After all, Flurry Analytics tested a fixed group of individuals, but an additional study may display different results. Android has a larger market share than iOS, so the study becomes even smaller when you take that into account. Still, it’s interesting to display these studies and see how you fit against them.
Where do you think you fit in the Flurry Analytics study? We’d like to hear from you in the comments.
Deidre Richardson is a long-time Apple fan and reports passionate about the latest Apple news and rumors.
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