Americans are so excited about the new iPhone that they would overcome a great deal of inconvenience—and adversity—to lay their hands on one, according to LevaData, a company “that helps global enterprises improve gross margins by reducing supply chain costs.” I’m assuming the “new iPhone” is the iPhone X, but LevaData doesn’t specify.
The study says consumers wouldn’t let their plans to order a new iPhone be interrupted by a big delay in the ship date (19%), prices being higher than expected (18%), or bad reviews (17%). The data also reveals that other brands aren’t so lucky. One in four Americans say product delays affect brand trust. Twenty percent say they would buy the product from a competitor.
These stats are from LevaData’s 2017 Holiday Study, which explores the impact of managing the volatility of supply risks and opportunities on market performance and brand reputation.
The survey of more than 1,000 U.S. adults conducted on behalf of LevaData by Propeller Insights on October 12-16, 2017, determined that product delays affect brand trust—particularly around the holidays—and that Americans are willing to get creative to capitalize on post-holiday sales.