Men want iPhone 5s, women prefer 5c

Wednesday 11 December 2013 | 12:24 CET | Background

The new iPhone models from Apple are available since 25 October in Netherlands. Around a third of Dutch consumers say the smartphones are too expensive to buy. Another 20 percent said they don't want an iPhone, according to a survey by Telecompaper of around 2,000 consumers.

Six percent of the Dutch want one of the two new iPhones (figure 1). Two percent are interested in the the slightly cheaper iPhone 5c, 3 percent want the high-end iPhone 5s and 1 percent haven't decided yet between the two models. Earlier reports gave a similar picture of the market, as Apple scaled back production of the iPhone 5c in favour of the 5s. 

Women are more interested than men in the iPhone 5c (3% women, 1% men), while the iPhone 5s is more popular with men (4% vs 2% of women).

Figure 1: interest in iPhones 5c and 5s, by gender (%). Source TPCP October 2013 (n=2,120).

Price biggest barrier to acquiring iPhone

Price is the main reason for Dutch consumers to not buy one of the new iPhones (figure 2). Over a third (36%) said the new iPhones are too expensive. This is more important for women than men (38% of women say too expensive, 33% of men). Another 20 percent of the Dutch said they don't want an iPhone. Men gave this answer more often than women (21% men, 18% women). Finally, another 7 percent said they don't want a smartphone; men and women scored the same on this response.

Figure 2: reason not interested in iPhones 5c and 5s, by gender (%). Source TPCP October 2013 (n=2,120).

3% still mulling how to buy

Two percent of the Dutch said they want to buy a new iPhone with a mobile subscription, and 2 percent said they would buy just the phone. Another 3 percent said they want a new iPhone, but haven't decided how to buy it, either with a mobile plan or unlocked. Finally, 1 percent said they aren't interested in the new iPhones, but do expect to get a second-hand iPhone when an acquaintance acquires one of the new models. 

Current iPhone users most interested in new models

Current users of iPhones are the most interested in acquiring the new models (figure 3): 19 percent of those already using an Apple device said they want a new one. Ten percent want an iPhone 5s, 6 percent would go for the iPhone 5c, and 2 percent are still undecided on which model (not in figure). Another 4 percent expect to acquire an older iPhone from someone who buys the 5c or 5s. Among the other handset brands, HTC and Samsung users are the least likely to want an iPhone (44% and 27%, versus 19% of the total), while Nokia users are more likely to say they don't want a smartphone (16% versus 7% of total).

Figure 3: interest in acquiring an iPhone 5c or 5s, by current handset brand (%). Source TPCP October 2013 (n=2,120).

Will Apple grow its market share?

According to Telecompaper research, Apple had a 22 percent share of the Dutch smartphone market in Q3 2013, up by 2 percent points from a year earlier. In neighbouring countries, Apple has shown an increase in its market share since the introduction of the iPhone 5c and 5s. Whether it will also grow is Dutch share depends not only on sales of the 5c and 5s, but also of older iPhone models and the newest phones from for example Huawei, HTC, Sony and of course Samsung. Within the next six months, Telecompaper will provide new data on the market divisions, including market shares in Q1 2014 reflecting the effect on the new iPhones.
This research is based on the Telecompaper Consumer Panel. The survey was conducted in October 2013 (n=2,120). Panel participants are aged 12-80, and results are stratified according to age, education and gender. 

For more information about the research opportunities of our panel, please contact the research department (feedback@telecompaper.com).

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