British’s Public Now Favours iPad More Than iPhone
The reception of Apple’s iPhone and iPad, especially the former one, has been positive since their first release. However, a recent study by YouGov's BrandIndex suggests that the public’s tastes for the Apple products are gradually shifting, as Apple’s tablet computer has recently overtaken its smartphone counterpart in overall popularity among British consumers.
The market research firm rated the two Apple’s iconic gadgets with Index score (the overall popularity of a product), Value score (how valuable consumers think the product is), and Recommendation score (how likely consumers are to recommend the product to others). Both the iPad and iPhone have scored well in these three aspects in the past, with the smartphone constantly staying on top of its tablet counterpart. But in the past few months, the figures took a different turn as UK consumers are becoming more interested in the tablet computer than the phone.
Since the beginning of July 2012, the Index score for iPad has been steadily increasing while that of the iPhone gradually descending. Their scores crossed over on 24.4 on 23rd July, and in early August, the tablet’s score soared over 25, beating the handset’s 24.
The switch in positions also happened in the Value scores for both devices. The iPhone has mostly rated above its tablet counterpart during the first half of 2012. However, after they crossed paths with each other in mid-May, the iPad has overtaken the smaller gadget, continued its upward movement and finally reached 6.1 in early August. On the other hand, the Value score for the smartphone had been fluctuating between 2.5 to 4 during the same period and ended up with 3.9.
The Recommendation scores show a similar story, with the iPad surpassing the iPhone in early July, and then keeping its lead to reach 20.1 in August, in comparison to the phone’s 18.3.
The role reversal of Apple’s two flagship products gives us an insight into the British’s changing perceptions: the popularity of the iPad is on the rise at the expense of the iPhone. It should be interesting to see how the situation will change when their next generations, the iPhone 5 and the iPad Mini, hit the shelves later this year.
The market research firm rated the two Apple’s iconic gadgets with Index score (the overall popularity of a product), Value score (how valuable consumers think the product is), and Recommendation score (how likely consumers are to recommend the product to others). Both the iPad and iPhone have scored well in these three aspects in the past, with the smartphone constantly staying on top of its tablet counterpart. But in the past few months, the figures took a different turn as UK consumers are becoming more interested in the tablet computer than the phone.
Since the beginning of July 2012, the Index score for iPad has been steadily increasing while that of the iPhone gradually descending. Their scores crossed over on 24.4 on 23rd July, and in early August, the tablet’s score soared over 25, beating the handset’s 24.
The switch in positions also happened in the Value scores for both devices. The iPhone has mostly rated above its tablet counterpart during the first half of 2012. However, after they crossed paths with each other in mid-May, the iPad has overtaken the smaller gadget, continued its upward movement and finally reached 6.1 in early August. On the other hand, the Value score for the smartphone had been fluctuating between 2.5 to 4 during the same period and ended up with 3.9.
The Recommendation scores show a similar story, with the iPad surpassing the iPhone in early July, and then keeping its lead to reach 20.1 in August, in comparison to the phone’s 18.3.
The role reversal of Apple’s two flagship products gives us an insight into the British’s changing perceptions: the popularity of the iPad is on the rise at the expense of the iPhone. It should be interesting to see how the situation will change when their next generations, the iPhone 5 and the iPad Mini, hit the shelves later this year.
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