By Thomas Rodde
The lull between Christmas and New Year’s is the perfect time to pause and reflect on the buzz of activity that December brings. It’s a time of relaxation that can only be perfected by keeping up to date on shifts in the device market.
In order to achieve this, we examined our vast mobile data over Christmas this year, looking specifically at the volume of new devices that entered the market. As a reminder, this data only consists of devices that users activated for the first time and began using apps in.
In short, we discovered that Christmas shoppers were heavily focused on obtaining Apple products this year: iPads have become a mainstay of the holiday season and the iPhone XR’s momentum shows no sign of decreasing.
iPads Perform Well Over the Holiday
We determine lift in device activations by calculating percent change in new devices in the days surrounding Christmas compared with new devices in the average week for the same time period. In 2016 we found that iPads dominated the leaderboards for new device activations over the Christmas holiday, while in 2017 the Google Pixel 2, Pixel 2 XL, and the iPhone 8, 8 Plus, and X took the top five. In 2018, iPads returned to the top of the list as they nearly swept the top 5, proving that their stellar performance years ago was not just a flash in the pan.
As the newest iPhone (the XR) was released almost in late October prior to Black Friday, it seemed to be the most likely candidate for a market takeover. But, we found that the iPhone XR saw more new device activations than any other device over Black Friday weekend compared to the average of previous weekends. This narrative partially played out in our Christmas data as well, confirming the demand for iPhones at a lower price point.
Though an 88% increase in new devices is nothing to shake a stick at, the XR still failed to beat the newest iPad and iPad pros and the iPad Mini. The new sixth generation iPad clearly saw the greatest increase in activation volume at 219%, while the 11 inch iPad Pro came in at second with a 125% increase versus the prior weeks in December. iPads were heavily promoted this Christmas in the form of deals from Amazon, Walmart, and Target, where consumers saved $100 on the 32 gigabyte model and $80 on the 128 gigabyte model. Stores also offered deals on the 12.9 inch and 11 inch iPad Pro.
At the same time, Apple’s market strategy for the XR seems to be paying off: A study from Consumer Intelligence and Research Partners found that significantly more consumers switched from an Android device to an iPhone within 30 days of the XR’s launch than those who switched to the iPhone X from an Android device in its first month.
XR Nearly Caught Up To XS in Market Share Despite Its Late Release
Comparing the market share that the iPhone 8, 8 Plus, and X …read more
Read more here:: B2CMarketingInsider