Consumer Interest in Smartphones Catapulted to Unprecedented Levels

Thursday 15th July 2010 - 14:04

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.

According to the report, consumer smart phone planned buying going forward is at an all-time high for a ChangeWave survey – with 16.4% of respondents in their latest survey saying they plan on buying a smart phone in the next 90 days.

ChangeWave note that overall buying plans going forward are significantly higher than they were a year ago at the start of the iPhone 3GS release.

Smart Phone Market Share

At the individual manufacturers' level, the survey findings show a major leap forward for Apple and HTC at the expense of RIM and Motorola.

In terms of current share, Apple (34%) is up 1-pt since our March survey to an all-time high while RIM (34%) has taken another hit – dropping 4-pts in the past 90 days.

According to ChangeWave, Android phones continue to have a major impact on the market, with HTC (8%; up 2-pts) and its new Droid Incredible and EVO models the biggest beneficiary. Motorola (6%), who in recent surveys had registered a wave of new demand for their Droid model, remains unchanged in the current survey.

“But it's when we look at future buying plans that the huge moves upward for Apple and HTC become most apparent. The new Apple iPhone 4 is driving much of the industry's growth going forward, 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 our previous survey,” say the survey authors.


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.

The analysts say that the biggest loser of all in the current survey is RIM (6%), which has registered an 8-pt drop to its lowest level ever in a ChangeWave survey.

Palm has also been buried in the wave of momentum for Apple and HTC. For the first time in a ChangeWave survey, Palm is registering less than 1% of planned smart phone purchases going forward.

“The combined momentum of these latest Apple and HTC offerings has catapulted consumer interest in smart phones to unprecedented levels – with consumer planned buying now at an all-time high for a ChangeWave survey,” as the report says.

“Importantly, the momentum for Apple and HTC is occurring at the expense of other smart phone manufacturers – Motorola and Research in Motion in particular,” the analysts conclude.

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