Because what people are saying they might suggests no clear trend. It is clear that Demand for music enabled phones is growing. But iPod demand is distinct from phone demand. And iPhone prices are an issue. But the potential churn away from other carriers to at&t could be substantial.
More than 33% of all wireless phones now are music enabled, and market researcher Compete found music phones made up over 53% of all December cellphone shopping hits it tracked. There were just over 3 million total music phone shoppers in December, and almost as many iPod shoppers, with 2.7 million consumers evaluating iPods online.
But the market for combination iPod and cellphone devices isn't clear. Compete found that only 5% of all cellphone shoppers also evaluated an iPod in December, and only 3% viewed both a music phone and an iPod.
Of course, price is an issue. Even among the diehard segment of iPod shoppers who said they are very likely to buy an iPhone, only 6% said they would pay over $400. There's little question that the iPhone has achieved near instant name recognition, however.
A week after the historic announcement of the iPhone, Compete found that75% of iPod shoppers had already heard of the iPhone, and a healthy 20% said they would postpone their next cellphone purchase to wait for it. 20% also said they would postpone their next music player purchase.
The good news for Cingular is that 12% of iPod shoppers said they would be very likely to switch carriers to get the iPhone. The bad news is that of the people who are not willing to switch, over 30% cite Cingular’s service plan pricing, and another 35% cite Cingular’s coverage.
Of the people not likely to switch, almost 40% said they had no interest in purchasing a combination music player and phone, and over 55% said their current carrier has cellphones that meet their needs. And price will be a hurdle. Consumer oriented smartphones generally have sold in large volumes at a price point of about $200.
Still, we always have found that it makes more sense to pay attention to what people actually do, than to what they say they will do. And we'll have to wait six months to see what happens when iPhones actually go on sale.
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