Apple’s antenna-gate casts doubt over millions of consumers

Apple’s antenna-gate casts doubt over millions of consumers

  • One in four (26 per cent) now less likely to move to an iPhone4 after witnessing media frenzy
  • Three out of five people (57 per cent) state they now have no intention of buying an iPhone4 whatsoever

With 43 per cent of UK consumers believing that Apple has changed what consumers want to do with their mobile phones, expectations were high for iPhone 4. However, following all the attention surrounding the faulty antenna started to flood the media, which was seen by 57 per cent of consumers and 82 per cent of iPhone owners in the UK, public opinion was steadily being influenced.

Having seen the issue reported, one in four (26 per cent) consumers are now less likely to move to an iPhone4, with an additional three out of five (57 per cent) stating they have no intention whatsoever. And from current users, 45 per cent of iPhone 3GS owners stated that based on media activity that they were less likely to buy or upgrade to an iPhone4.

James Endersby, managing director of Opinium Research, comments: “With 90 per cent of iPhone owners stating that they are satisfied with the level of service they receive, it’s interesting to compare how few people would now purchase an iPhone after the media attention surrounding the antenna fiasco. Our research shows that by not dealing with a such a major issue well through the media, that brands, no matter how big, can have their profile dented in the public’s eye.”

Research conducted online amongst a nationally representative sample of 2,089 UK adults by Opinium Research LLP, between 16th and 19th July 2010.