Apple sure is a trusted brand. They have enough trust that never-before Apple purchasers are spending $500 or more on a New iPad. In fact, one out of every four iPad purchases are a consumers first Apple purchase. This data comes from the NPD Group via their Apple Ecosystem Study. The same group has even found that 33 percent of US homes have at least one Apple product inside.
Out of the 33 percent of households that do own Apple products, 67 percent own an iPod. Then 82 percent of iPod owners said that an iPod was their first ever Apple purchase. Based upon the result, we can figure that Apple has a positive effect on the buyers. First time buyers also went on to purchase an iPhone or iPad.
While over 70 percent of long-standing Apple owners began their relationship with the brand by way of the iPod, this number declines to just 57 percent among those entering the Apple franchise in the past two years. Newcomers to the brand increasingly turn to the iPhone or iPad as their first Apple device, which combined account for one-third of first-time Apple purchases since 2010.
The iPod, which was once Apples top selling product, has declined in sales each and every year since the iPhones release. Consumers figure that the iPhone can be used as an iPod, along with a phone, so why have both devices. The so called, ‘halo effect’ on consumers which caused iPod owners to purchase another iOS device is also transitioning to iPhone/iPad owners. The proof is shown based on all the consumers who purchase the newest iPhone or iPad year-by-year.
In the U.S 37 million american homes feature an Apple device. Fortune has labeled the movement as a gateway drug because out of each Apple product owner, on average each own 2.4 devices.