Consumer Intelligence Research Partners (CIRP), has released analysis of the results from its research on Apple for the twelve months ending June 2021. The report is dubbed “What Other Things Do iPhone Owners Own?”
The research group says that, to the extent iPhone buyers have other mobile electronics or accessories, they tend to own Apple products, including iPad, Apple Watch, and AirPods. However, Apple’s efforts to sell devices for home use has not gone nearly as well. While almost all iPhone buyers own a personal computer, relatively fewer own Macs, according to CIRP. iPhone owners own fewer Apple TV streaming devices than competitors’ products and many fewer HomePod smart speakers than Amazon Echos and Google Nest/Home, adds the research group.
“We looked at two related questions,” said Josh Lowitz, CIRP partner and co-founder. “What sort of electronics do Apple owners own, and then what Apple products do they own. Things that pair with iPhones do well, like Apple Watch and AirPods. iPhone buyers have been drawn to both products, and Apple has a large and growing share in both markets. iPhone buyers also tend to own tablets, specifically iPads. Almost as many iPhone buyers have a tablet as have a PC, and Apple has a dominant share of those tablet sales.”
Mike Levin, CIRP partner and co-founder, added: “Apple has failed to replicate its mobile success in selling home-based devices,” said “Almost all iPhone buyers have a PC, but Apple does not dominate, with only 41% of the market. Apple also has relatively low shares of the streaming TV device segment, where over two-thirds of iPhone buyers own one, but only 39% of them own an Apple TV box. As we’ve seen before, Apple has a very small share of the smart speaker segment, which has grown among iPhone buyers where 45% own one or more, but 75% of those smart speaker owners have a competitor’s product.”
CIRP based its findings on its survey of approximately 900 U.S. Apple customers that purchased an iPhone in the 12-month period ending in June 2021.