Shoppers are holding on to their smartphones
With innovation stalled, recent models have failed to excite audiences like they used to, according to Dan Hays, partner at PriceWaterhouseCoopers. “There hasn’t been a great reason to upgrade,” Hays said in USA Today. “Bigger screens, more memory and higher resolution cameras have largely failed to engage masses in spending thousands to replace phones.” Even lower priced mid-range phones are delivering enough advanced features to satisfy most consumer daily needs.
Recent surveys by Barclays indicated that 45% of individuals did not plan to trade in their device this year. In mid-October, it was announced that in its first month on the market, the iPhone 8 was being outsold by the iPhone 7. According to data from Consumer Intelligence Research Partners, Q1 sales reports reflect the iPhone 8 is selling more like an iPhone ‘S’ model.
The implications for search advertisers
Bing Network search trends reflect this shift in consumer behavior when shopping for new smartphone devices:
- General interest of the latest iPhone is flat compared with last year’s model:
This year’s iPhone 8 and iPhone X post-announcement search volume was relatively flat compared to last year’s iPhone 7 post-announcement volume.