調(diào)查稱多數(shù)人買iPad就像買電腦 至少用2年才換一次
????iPhone是一款能不斷給蘋果公司(Apple)帶來回頭客的產(chǎn)品——至少在美國是如此。一旦顧客購買了一部iPhone,他們很可能會在兩年之內(nèi),也就是手機話費合約到期的時候,再購買一部iPhone。 ????iPad在某些方面類似一臺大號的iPhone。iPad和iPhone這兩款設(shè)備共享海量應(yīng)用程序和許多使用模式,特別是在電子郵件、瀏覽網(wǎng)頁以及玩游戲等方面(但觀看視頻方面并不相同)。 ????然而,說到用戶多久會以舊換新購買新型號產(chǎn)品,以及他們?nèi)绾翁幹帽惶蕴呐f設(shè)備,iPad可能更像Mac電腦(通常2至4年更換一次),甚至是電視(5至10年更換一次)。 ????這些發(fā)現(xiàn)出自美消費者調(diào)查研究機構(gòu)——消費者情報研究合作伙伴公司(Consumer Intelligence Research Partners,CIRP)新近發(fā)布的一項報告。這個機構(gòu)調(diào)查了2,000名在2013年購買了iPhone、iPad或Mac的美國消費者。它的調(diào)查發(fā)現(xiàn)如下(見下方圖表): ????? 更換:每十部丟失或損壞的iPhone中,有八部兩天內(nèi)即得到了更換。而當(dāng)Mac或iPad損壞時,用戶可能要一周后、甚至更長的時間才會更換。 ????? 循環(huán)利用:iPad用戶將自己的舊設(shè)備送給朋友或家人的比例比iPhone用戶高出一倍多。 ????? 首次購買者:iPhone買家中,只有1-2%的人是首次購買者。相比之下,iPad買家中,首次購買者的比例在2013年12月為78%,僅略低于2013年3月的84%。 ????CIRP在報告中寫道:“我們認為,蘋果會希望iPad變成大號iPhone。不過,根據(jù)我們近期獲得的用戶使用模式的數(shù)據(jù),我們懷疑iPhone更像是Mac、電視機或是iPod等更換不太頻繁的產(chǎn)品。” ????更多CIRP圖表見下方: |
????For Apple (AAPL), the iPhone is a sale that keeps on giving -- at least in the U.S. Once a customer has bought one, he or she is likely to come back for another, usually within two years, when that contract expires. ????The iPad is a like a big iPhone in some respects. The two devices share a huge library of apps and many usage patterns, particularly in terms of e-mail, Web surfing and game-playing (but not video watching). ????In terms of how often they are traded in for a new model, however, and what happens to the old, they may be more like Macs (which tend to get replaced every 2-4 years) or, worse still, TVs (5-10 years). ????These findings come from a new report by Consumer Intelligence Research Partners, which surveyed 2,000 U.S. customers who purchased an iPhone, iPad or Mac in 2013. ????Among its findings (see charts below): ????? Replacement: Eight out of ten lost or broken iPhones are replaced within two days. Owners of a broken Mac or iPad may not get to it for a week or more. ????? Recycling: iPad owners are more than twice as likely as iPhone owners to give their old tablets to a friend or family member. ????? First-time buyers: Only 1-2% of iPhone buyers purchase their very first phone. By contrast, the percentage of first-time iPad buyers was 78% in December 2013, down only slightly from 84% in March 2013. ????"We think Apple would prefer the iPad become a big iPhone," the report concludes. "We suspect, though, based on recent CIRP data about how buyers use them, that it's as much like a Mac, TV, or iPod, with less frequent replacement." ????More CIRP charts: |
????譯者:項航
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