{"id":3662,"date":"2019-07-16T18:15:15","date_gmt":"2019-07-16T18:15:15","guid":{"rendered":"http:\/\/www.bankmycell.com\/blog\/?p=3662"},"modified":"2024-03-05T14:08:28","modified_gmt":"2024-03-05T14:08:28","slug":"iphone-loyalty-study","status":"publish","type":"post","link":"https:\/\/www.bankmycell.com\/blog\/iphone-trade-in-loyalty-study\/","title":{"rendered":"BankMyCell: iPhone Brand Loyalty Study at Trade-in"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row type=&#8221;vc_default&#8221; content_placement=&#8221;middle&#8221; bg_type=&#8221;bg_color&#8221; bg_override=&#8221;ex-full&#8221; bg_color_value=&#8221;#3f4c5e&#8221; css=&#8221;.vc_custom_1531243988023{margin-top: -50px !important;margin-bottom: 0px !important;padding-bottom: 0px !important;}&#8221;][vc_column css=&#8221;.vc_custom_1709013692696{margin-bottom: 0px !important;padding-top: 60px !important;padding-bottom: 0px !important;}&#8221;][vc_custom_heading text=&#8221;iPhone Trade-in Vs. Brand Retention&#8221; font_container=&#8221;tag:h1|text_align:center|color:%23ffffff&#8221; use_theme_fonts=&#8221;yes&#8221; css=&#8221;.vc_custom_1613902588451{margin-top: 20px !important;padding-bottom: 10px !important;}&#8221;][vc_custom_heading text=&#8221;Apple&#8217;s Decline in Sales During Q1-Q2 2019 Visible as 15.2% Less Trade-In Savvy iPhones Owners Are Sticking With Apple, compared with CIRP&#8217;s 2018 Activation Survey.&#8221; font_container=&#8221;tag:h2|text_align:center|color:%23ffffff&#8221; use_theme_fonts=&#8221;yes&#8221; css=&#8221;.vc_custom_1613902416837{padding-bottom: 10px !important;}&#8221;][\/vc_column][\/vc_row][vc_row type=&#8221;vc_default&#8221; content_placement=&#8221;middle&#8221; bg_type=&#8221;bg_color&#8221; bg_override=&#8221;ex-full&#8221; bg_color_value=&#8221;#1d998f&#8221;][vc_column][vc_column_text el_class=&#8221;.white-content&#8221; css=&#8221;.vc_custom_1579008517552{padding-right: 10px !important;padding-left: 10px !important;}&#8221;]<\/p>\n<p style=\"text-align: center; font-size: 22px; line-height: 1.5em;\">Since October 2018, iPhone trade-in site <a href=\"https:\/\/www.bankmycell.com\/\"><span style=\"color: #ffffff;\">BankMyCell<\/span><\/a> has been collecting data on the new device people have during the valuation and trade-in of their old iPhone. The result is a vast dataset of 38,043 individuals, providing insight into consumers upgrade cycle patterns and Apple&#8217;s brand loyalty during the online trade-in process.<\/p>\n<p>[\/vc_column_text]<div class=\" ubtn-ctn-center \"><a class=\"ubtn-link ult-adjust-bottom-margin ubtn-center ubtn-normal \" href=\"https:\/\/www.bankmycell.com\/sell\/iphones\" ><button type=\"button\" id=\"ubtn-4131\"  class=\"ubtn ult-adjust-bottom-margin ult-responsive ubtn-normal ubtn-no-hover-bg  none  ubtn-sep-icon ubtn-sep-icon-at-left  ubtn-shd  ubtn-center  shd-bottom tooltip-69f9a52cc24c2\"  data-hover=\"#ffffff\" data-border-color=\"\" data-bg=\"#cc1c6b\" data-hover-bg=\"#cc1c6b\" data-border-hover=\"\" data-shadow-hover=\"0 5px #8c0126;\" data-shadow-click=\"none\" data-shadow=\"0 5px #aa012e;\" data-shd-shadow=\"5\"  data-ultimate-target='#ubtn-4131'  data-responsive-json-new='{\"font-size\":\"desktop:18px;\",\"line-height\":\"\"}'  style=\"font-weight:normal;border:none;box-shadow: 0 5px #aa012e;background: #cc1c6b;color: #ffffff;\"><span class=\"ubtn-data ubtn-icon\"><i class=\"Defaults-arrow-circle-right\" style=\"font-size:16px;color:#ffffff;\"><\/i><\/span><span class=\"ubtn-hover\" style=\"background-color:#cc1c6b\"><\/span><span class=\"ubtn-data ubtn-text \" >SELL MY iPHONE<\/span><\/button><\/a><\/div><div class=\"ult-spacer spacer-69f9a52cc2536\" data-id=\"69f9a52cc2536\" data-height=\"40\" data-height-mobile=\"40\" data-height-tab=\"40\" data-height-tab-portrait=\"\" data-height-mobile-landscape=\"\" style=\"clear:both;display:block;\"><\/div>[vc_single_image image=&#8221;3674&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; css_animation=&#8221;none&#8221; image_hovers=&#8221;false&#8221; css=&#8221;.vc_custom_1563301224877{margin-bottom: 0px !important;padding-bottom: 0px !important;}&#8221;][\/vc_column][\/vc_row][vc_row anchor=&#8221;wageschart&#8221;][vc_column css=&#8221;.vc_custom_1543852140696{margin-top: 40px !important;}&#8221;]<style type=\"text\/css\" data-type=\"the7_shortcodes-inline-css\">.dt-breadcrumbs-id-46524de9e023da9d4045f3ddd61c63d3 .breadcrumbs {\n  display: inline-block;\n  margin: 0;\n  padding: 0px 10px 0px 0px;\n  border: 0px solid ;\n  border-radius: 0px;\n}\n.dt-breadcrumbs-id-46524de9e023da9d4045f3ddd61c63d3 .breadcrumbs * {\n  color: #a2a5a6;\n}<\/style><div class=\"dt-breadcrumbs-shortcode dt-breadcrumbs-id-46524de9e023da9d4045f3ddd61c63d3 align-left\"><div class=\"assistive-text\">You are here:<\/div><ol class=\"breadcrumbs text-small\" itemscope itemtype=\"https:\/\/schema.org\/BreadcrumbList\"><li itemprop=\"itemListElement\" itemscope itemtype=\"https:\/\/schema.org\/ListItem\"><a itemprop=\"item\" href=\"https:\/\/www.bankmycell.com\/blog\/\" title=\"Home\"><span itemprop=\"name\">Home<\/span><\/a><meta itemprop=\"position\" content=\"1\" \/><\/li><\/ol><\/div>[vc_raw_html]JTVCYXV0aG9yX2luZm8lNUQlMEElNUJzb2NpYWxfd2FyZmFyZSU1RCUwQQ==[\/vc_raw_html][vc_row_inner css=&#8221;.vc_custom_1709014277977{padding-top: 40px !important;}&#8221;][vc_column_inner width=&#8221;1\/2&#8243;][vc_custom_heading text=&#8221;Key Stats: iPhone Retention&#8221; font_container=&#8221;tag:h3|text_align:center&#8221; use_theme_fonts=&#8221;yes&#8221; css=&#8221;.vc_custom_1613902428703{padding-bottom: 10px !important;}&#8221;]<div class=\"standard-arrow list-divider bullet-top\"><ul class=\"page-anchors\">\n<li>2019&#8217;s trade-in savvy iPhones owners are\u00a0<b>-15.2%<\/b>\u00a0less loyal than CIRP&#8217;s 2018 survey.<\/li>\n<li>iPhone brand retention the\u00a0<b>lowest it has been since 2011<\/b>, compared to various studies.<\/li>\n<li>On average,\u00a0<b>70.8%<\/b>\u00a0of iOS user&#8217;s remained with Apple during an iPhone trade-in from Q4&#8217;18 to Q2&#8217;19.<\/li>\n<li>Only\u00a0<b>66.4%<\/b>\u00a0of iOS users trading in stayed with Apple during Q4 of 2018, following the release of the iPhone XR \/ XS range.<\/li>\n<li>The iPhone XS was in the bottom four devices for same brand upgrades, only\u00a0<b>65.3%<\/b>\u00a0of users currently used an iPhone.<\/li>\n<\/ul>\n<\/div>[\/vc_column_inner][vc_column_inner width=&#8221;1\/2&#8243;][vc_custom_heading text=&#8221;Key Stats: Apple VS Android&#8221; font_container=&#8221;tag:h3|text_align:center&#8221; use_theme_fonts=&#8221;yes&#8221; css=&#8221;.vc_custom_1613902437105{padding-bottom: 10px !important;}&#8221;]<div class=\"standard-arrow list-divider bullet-top\"><ul>\n<li>In June 2019,\u00a0<b>18.08%<\/b>\u00a0of people trading in iPhones had a Samsung device, the highest figure recorded in our study.<\/li>\n<li><b>24.5%<\/b>\u00a0of individuals trading in iPhones during Q4 2018 had moved to a new brand; Samsung (<b>13.8%<\/b>), LG (<b>8.2%<\/b>) or Motorola (<b>2.5%<\/b>).<\/li>\n<li>On average,\u00a0<b>12.4%<\/b>\u00a0of iPhone users jumped ship to Samsung, and\u00a0<b>6.4%<\/b>\u00a0to LG smartphones from Q4&#8217;18 to Q2&#8217;19.<\/li>\n<li><b>18.5%<\/b>\u00a0of people selling an iPhone XS had moved to Samsung &#8211; the most significant Apple to Samsung brand switch out of 16 phones.<\/li>\n<li><b>26.2%<\/b>\u00a0of individuals trading in their iPhone X moved to another brand compared to only\u00a0<b>7.7%<\/b>\u00a0of Galaxy S9 users switched to an iPhone, leaving\u00a0<b>92.3%<\/b>\u00a0predominantly on Android.<\/li>\n<\/ul>\n<\/div>[\/vc_column_inner][\/vc_row_inner]<div class=\"ult-spacer spacer-69f9a52cc2676\" data-id=\"69f9a52cc2676\" data-height=\"50\" data-height-mobile=\"50\" data-height-tab=\"50\" data-height-tab-portrait=\"\" data-height-mobile-landscape=\"\" style=\"clear:both;display:block;\"><\/div>[\/vc_column][\/vc_row][vc_row type=&#8221;vc_default&#8221; content_placement=&#8221;middle&#8221; bg_type=&#8221;image&#8221; parallax_style=&#8221;vcpb-default&#8221; bg_image_new=&#8221;id^2583|url^https:\/\/www.bankmycell.com\/blog\/wp-content\/uploads\/2018\/09\/social-media-background.png|caption^null|alt^null|title^social-media-background|description^null&#8221; bg_image_repeat=&#8221;no-repeat&#8221; bg_img_attach=&#8221;fixed&#8221; bg_override=&#8221;ex-full&#8221; el_id=&#8221;section-2&#8243;][vc_column css=&#8221;.vc_custom_1536064830635{margin-top: 40px !important;margin-bottom: 40px !important;}&#8221;][vc_custom_heading text=&#8221;EXPLORE THE REPORT FINDINGS BELOW&#8221; font_container=&#8221;tag:h4|text_align:center|color:%23ffffff&#8221; use_theme_fonts=&#8221;yes&#8221; css=&#8221;.vc_custom_1613902448793{padding-bottom: 10px !important;}&#8221;][vc_separator color=&#8221;custom&#8221; el_width=&#8221;80&#8243; accent_color=&#8221;#ffffff&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_custom_heading text=&#8221;Historic iPhone Upgrade Loyalty&#8221; font_container=&#8221;tag:h4|text_align:center&#8221; use_theme_fonts=&#8221;yes&#8221; css=&#8221;.vc_custom_1613902461094{padding-bottom: 10px !important;}&#8221;][vc_separator color=&#8221;custom&#8221; border_width=&#8221;5&#8243; el_width=&#8221;20&#8243; accent_color=&#8221;#1d998f&#8221;][vc_column_text]In March 2018, Consumer Intelligence Research Partners (CIRP)\u00a0<a href=\"http:\/\/files.constantcontact.com\/150f9af2201\/4bca9a19-a8b0-46bd-95bd-85740ff3fb5d.pdf\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">released data showing 86%<\/a>\u00a0of users with an iOS mobile operating platform remained loyal, using a sample size of 500 individuals.[\/vc_column_text]<div class=\"standard-arrow list-divider bullet-top\"><ul>\n<li>2019&#8217;s trade-in savvy iPhones owners are\u00a0<b>-15.2%<\/b>\u00a0less faithful than CIRP&#8217;s 2018 survey.<\/li>\n<li>iPhone brand retention the\u00a0<b>lowest it has been since 2011<\/b>, compared to various studies.<\/li>\n<\/ul>\n<\/div>[vc_single_image image=&#8221;3679&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; image_hovers=&#8221;false&#8221;][vc_column_text]What was interesting when benchmarking this data against ours, was the considerably lower -15.2% of trade-in savvy iPhone uses remained loyal in 2019, this data tied in well with the\u00a0<a href=\"https:\/\/www.theguardian.com\/technology\/2019\/apr\/30\/apple-iphone-sales-first-quarter-earnings\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">report of sales declining 17%<\/a>. In addition, our online audience 62.4% millennials with a 60\/40 gender split in favor of females, which may differ from CIRP; however, they did not mention demographics in their release.[\/vc_column_text]<div class=\"ult-spacer spacer-69f9a52cc26b4\" data-id=\"69f9a52cc26b4\" data-height=\"30\" data-height-mobile=\"30\" data-height-tab=\"30\" data-height-tab-portrait=\"\" data-height-mobile-landscape=\"\" style=\"clear:both;display:block;\"><\/div>[\/vc_column][\/vc_row][vc_row][vc_column][vc_custom_heading text=&#8221;Monthly iPhone Trade-in Loyalty (2018 &#8211; 2019)&#8221; font_container=&#8221;tag:h4|text_align:center&#8221; use_theme_fonts=&#8221;yes&#8221; css=&#8221;.vc_custom_1613902486326{padding-bottom: 10px !important;}&#8221;][vc_separator color=&#8221;custom&#8221; border_width=&#8221;5&#8243; el_width=&#8221;20&#8243; accent_color=&#8221;#1d998f&#8221;][vc_column_text]Below we see the monthly brand retention of people trading in their iPhones over 9 months. This shows low retention during following the XS \/ XS Max \/ XR release, followed by a boost during Q1 and Q2 (typically Apple&#8217;s highest quarterly revenue periods since 2007). We also see Apple&#8217;s brand retention at iPhone trade-in drop down into the 60-70% band. The vast majority of this decline was due to people selling iPhones while using a new Samsung device.<\/p>\n<p><strong><b>38,043<\/b>\u00a0Individuals &#8211; iPhone trade-in \/ valuation data from 10\/2018 &#8211; 06\/2019:<\/strong>[\/vc_column_text]<div class=\"standard-arrow list-divider bullet-top\"><ul>\n<li>On average,\u00a0<b>70.8%<\/b>\u00a0of iOS user&#8217;s remained with Apple during an iPhone trade-in from Q4&#8217;18 to Q2&#8217;19.<\/li>\n<li>In June 2019,\u00a0<b>18.08%<\/b>\u00a0of people trading in iPhones had a Samsung device, the highest figure recorded in our study.<\/li>\n<li>On average,\u00a0<b>12.4%<\/b>\u00a0of iPhone users jumped ship to Samsung, and\u00a0<b>6.4%<\/b>\u00a0to LG smartphones from Q4&#8217;18 to Q2&#8217;19.<\/li>\n<li><b>14.9%<\/b>\u00a0went to other manufacturers, while\u00a0<b>1.9%<\/b>\u00a0didn&#8217;t know what brand their phone during Q4&#8217;18 to Q2&#8217;19.<\/li>\n<\/ul>\n<\/div>[vc_single_image image=&#8221;3676&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; image_hovers=&#8221;false&#8221;]<div class=\"ult-spacer spacer-69f9a52cc26ec\" data-id=\"69f9a52cc26ec\" data-height=\"30\" data-height-mobile=\"30\" data-height-tab=\"30\" data-height-tab-portrait=\"\" data-height-mobile-landscape=\"\" style=\"clear:both;display:block;\"><\/div>[\/vc_column][\/vc_row][vc_row][vc_column][vc_custom_heading text=&#8221;Quarterly iPhone Trade-in Loyalty (Q4 2018 \u2013 Q2 2019)&#8221; font_container=&#8221;tag:h4|text_align:center&#8221; use_theme_fonts=&#8221;yes&#8221; css=&#8221;.vc_custom_1613902505771{padding-bottom: 10px !important;}&#8221;][vc_separator color=&#8221;custom&#8221; border_width=&#8221;5&#8243; el_width=&#8221;20&#8243; accent_color=&#8221;#1d998f&#8221;][vc_column_text]Below we see the quarterly brand retention trend of people trading in their iPhones (Q4&#8217;18 \u2013 Q2\u201819). This chart shows the gains and losses of iPhone users to other brands, grouping each manufacturer to visually observe quarterly movements.<\/p>\n<p><strong><b>38,043<\/b>\u00a0Individuals &#8211; iPhone trade-in \/ valuation data from Q4 2018 \u2013 Q2 2019:<\/strong>[\/vc_column_text]<div class=\"standard-arrow list-divider bullet-top\"><ul>\n<li>Only\u00a0<b>66.4%<\/b>\u00a0of iOS users trading in were loyal during Q4 of 2018 following the release of the XS XR range.<\/li>\n<li><b>24.5%<\/b>\u00a0of individuals trading in iPhones during Q4 2018 had moved to a new brand; Samsung (<b>13.8%<\/b>), LG (<b>8.2%<\/b>) or Motorola (<b>2.5%<\/b>)<\/li>\n<li>The highest recorded brand retention was\u00a0<b>73.5%<\/b>\u00a0in Q1 2019, taking\u00a0<b>5.7%<\/b>\u00a0back from lost users to Samsung and LG<\/li>\n<li>In Q2 2019, Samsung was the only brand to sway iPhone users, taking back\u00a0<b>2.2%<\/b>, leaving\u00a0<b>72.5%<\/b>\u00a0staying with Apple after trade-in.<\/li>\n<\/ul>\n<\/div>[vc_single_image image=&#8221;3671&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; image_hovers=&#8221;false&#8221;]<div class=\"ult-spacer spacer-69f9a52cc2724\" data-id=\"69f9a52cc2724\" data-height=\"30\" data-height-mobile=\"30\" data-height-tab=\"30\" data-height-tab-portrait=\"\" data-height-mobile-landscape=\"\" style=\"clear:both;display:block;\"><\/div>[\/vc_column][\/vc_row][vc_row][vc_column][vc_custom_heading text=&#8221;iPhone X Upgrade Loyalty Compared to Galaxy S9 (2019)&#8221; font_container=&#8221;tag:h4|text_align:center&#8221; use_theme_fonts=&#8221;yes&#8221; css=&#8221;.vc_custom_1613902518589{padding-bottom: 10px !important;}&#8221;][vc_separator color=&#8221;custom&#8221; border_width=&#8221;5&#8243; el_width=&#8221;20&#8243; accent_color=&#8221;#1d998f&#8221;][vc_column_text]Below we have a comparison of the iPhone X and Galaxy S9 brand retention. These device-specific samples show that fewer Samsung users were changing to iOS, compared to double the percentage of iPhone users going to Samsung.<\/p>\n<p><strong><b>2,427<\/b>\u00a0Individuals &#8211; iPhone X VS Galaxy S9 trade-in loyalty 01\/2019 &#8211; 06\/2019:<\/strong>[\/vc_column_text]<div class=\"standard-arrow list-divider bullet-top\"><ul>\n<li><b>26.2%<\/b>\u00a0of individuals trading in their iPhone X moved to another OS, e.g. Android\/RIM\/Windows<\/li>\n<li>Only\u00a0<b>7.7%<\/b>\u00a0of Galaxy S9 users switched to an iPhone, leaving\u00a0<b>92.3%<\/b>\u00a0on Android\/RIM\/Windows<\/li>\n<\/ul>\n<\/div>[vc_single_image image=&#8221;3672&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; image_hovers=&#8221;false&#8221;]<div class=\"ult-spacer spacer-69f9a52cc2756\" data-id=\"69f9a52cc2756\" data-height=\"30\" data-height-mobile=\"30\" data-height-tab=\"30\" data-height-tab-portrait=\"\" data-height-mobile-landscape=\"\" style=\"clear:both;display:block;\"><\/div>[\/vc_column][\/vc_row][vc_row][vc_column][vc_custom_heading text=&#8221;Best vs. Worst iPhone Upgrade Loyalty by Device (2019)&#8221; font_container=&#8221;tag:h4|text_align:center&#8221; use_theme_fonts=&#8221;yes&#8221; css=&#8221;.vc_custom_1613902530927{padding-bottom: 10px !important;}&#8221;][vc_separator color=&#8221;custom&#8221; border_width=&#8221;5&#8243; el_width=&#8221;20&#8243; accent_color=&#8221;#1d998f&#8221;][vc_column_text]Below we show each end of the retention scale as user&#8217;s trade-in iPhones on a device specific level. The overarching storyline here is where almost 1 in 5 individuals trading in the iPhone XS had a Samsung device (compared to an iPhone 8 where less than 1 in 10 had.)<\/p>\n<p><strong><b>12,105<\/b>\u00a0Individuals &#8211; iPhone trade-in \/ valuation by device from 01\/2019 &#8211; 06\/2019:<\/strong>[\/vc_column_text]<div class=\"standard-arrow list-divider bullet-top\"><ul>\n<li>Individuals trading in their iPhone 7 Plus owners were the most loyal, with\u00a0<b>81.7%<\/b>\u00a0of respondents sticking with Apple.<\/li>\n<li>Only\u00a0<b>57.1%<\/b>\u00a0of iPhone 5 owners have an iPhone as their current device.<\/li>\n<li>Last year&#8217;s iPhone XS was in the lowest devices for Apple loyalty, with\u00a0<b>65.3%<\/b>\u00a0of users currently using an Apple device.<\/li>\n<li><b>18.5%<\/b>\u00a0of people selling an iPhone XS had moved to Samsung &#8211; the most significant Apple to Samsung brand switch out of 16 phones<\/li>\n<\/ul>\n<\/div>[vc_single_image image=&#8221;3669&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; image_hovers=&#8221;false&#8221;]<div class=\"ult-spacer spacer-69f9a52cc2789\" data-id=\"69f9a52cc2789\" data-height=\"30\" data-height-mobile=\"30\" data-height-tab=\"30\" data-height-tab-portrait=\"\" data-height-mobile-landscape=\"\" style=\"clear:both;display:block;\"><\/div>[vc_custom_heading text=&#8221;All iPhone Brand Loyalty Data by Phone&#8221; font_container=&#8221;tag:h4|text_align:center&#8221; use_theme_fonts=&#8221;yes&#8221; css=&#8221;.vc_custom_1613902543528{padding-bottom: 10px !important;}&#8221;][vc_separator color=&#8221;custom&#8221; border_width=&#8221;5&#8243; el_width=&#8221;20&#8243; accent_color=&#8221;#1d998f&#8221;][vc_single_image image=&#8221;3670&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; image_hovers=&#8221;false&#8221;]<div class=\"ult-spacer spacer-69f9a52cc2791\" data-id=\"69f9a52cc2791\" data-height=\"30\" data-height-mobile=\"30\" data-height-tab=\"30\" data-height-tab-portrait=\"\" data-height-mobile-landscape=\"\" style=\"clear:both;display:block;\"><\/div>[\/vc_column][\/vc_row][vc_row][vc_column][vc_custom_heading text=&#8221;Methodology&#8221; font_container=&#8221;tag:h4|text_align:center&#8221; use_theme_fonts=&#8221;yes&#8221; css=&#8221;.vc_custom_1613902560573{padding-bottom: 10px !important;}&#8221;][vc_separator color=&#8221;custom&#8221; border_width=&#8221;5&#8243; el_width=&#8221;20&#8243; accent_color=&#8221;#1d998f&#8221;][vc_column_text]BankMyCell&#8217;s report is based on the collection of brand, device and operating system data for marketing material, with the goal knowing the next device a consumer has to offer trade-in prices at various stages of the upgrade cycle.<\/p>\n<p>This sizable dataset gave us a unique insight into consumer upgrade patterns within the trade-in market.<\/p>\n<p><strong>This iPhone trade-in report collected the following datasets:<\/strong>[\/vc_column_text]<div class=\"standard-arrow list-divider bullet-top\"><ul>\n<li>38,043 unique Apple iPhone users<\/li>\n<li>26,724 unique iPhone users where the model was defined<\/li>\n<li>In the case of the Galaxy S9 comparison, 468 unique users<\/li>\n<li>Our online audience 62.4% millennials \/ 37.6% were 36-65<\/li>\n<li>60.7% female \/ 39.3% male gender split<\/li>\n<\/ul>\n<\/div><div class=\"ult-spacer spacer-69f9a52cc27bd\" data-id=\"69f9a52cc27bd\" data-height=\"30\" data-height-mobile=\"30\" data-height-tab=\"30\" data-height-tab-portrait=\"\" data-height-mobile-landscape=\"\" style=\"clear:both;display:block;\"><\/div>[\/vc_column][\/vc_row][vc_row][vc_column][vc_raw_html]JTVCc29jaWFsX3dhcmZhcmUlNUQ=[\/vc_raw_html][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Since October 2018, iPhone trade-in site BankMyCell has been collecting data on the new device people have during the valuation and trade-in of their old iPhone. The result is a vast dataset of 38,043 individuals, providing insight into consumers upgrade cycle patterns and Apple&#8217;s brand loyalty during the online trade-in process.<\/p>\n","protected":false},"author":6,"featured_media":3678,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[18],"tags":[],"class_list":["post-3662","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","category-18","description-off"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.bankmycell.com\/blog\/wp-json\/wp\/v2\/posts\/3662","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bankmycell.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bankmycell.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bankmycell.com\/blog\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bankmycell.com\/blog\/wp-json\/wp\/v2\/comments?post=3662"}],"version-history":[{"count":5,"href":"https:\/\/www.bankmycell.com\/blog\/wp-json\/wp\/v2\/posts\/3662\/revisions"}],"predecessor-version":[{"id":19089,"href":"https:\/\/www.bankmycell.com\/blog\/wp-json\/wp\/v2\/posts\/3662\/revisions\/19089"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.bankmycell.com\/blog\/wp-json\/wp\/v2\/media\/3678"}],"wp:attachment":[{"href":"https:\/\/www.bankmycell.com\/blog\/wp-json\/wp\/v2\/media?parent=3662"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bankmycell.com\/blog\/wp-json\/wp\/v2\/categories?post=3662"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bankmycell.com\/blog\/wp-json\/wp\/v2\/tags?post=3662"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}