Slice Intelligence: the SE is bringing new consumers to the iPhone

Slice Intelligence has revealed its first online sales figures for the iPhone SE. The research group says the data— based on its panel of over four million online shoppers — shows that while fewer people rushed online to get the latest Apple smartphone than they did for the most recent launches, those who did were more likely to be new to the iPhone.

The number of iPhone SEs bought the first weekend of availability was 94% smaller than the iPhone 6S launch, which was 46% the number of iPhone 6 devices sold when it was released. Early data from Slice Intelligence indicates that the SE may help Apple grow its maturing iPhone consumer base.   

Only 35% of iPhone SE buyers purchased an iPhone online in the past two years, and 16% of them were previously Android users. By comparison, 49% of iPhone 6S buyers upgraded from a previous iPhone, and 10% replaced an Android device they bought online within the past two years.

Slice Intelligence says buyers of the iPhone SE look much different than the “Apple fanboy” audience typically queuing up to buy the latest from the Cupertino, California-based company. They’re older, less educated, and surprisingly, more male. More than one-fifth of SE buyers are in the 45-54 age demographic, versus 18% for all iPhone buyers; and 77% of SE buyers are men, versus 69%.