The latest analysis from Consumer Intelligence Research Partners (CIRP) examined some of the common products that iPhone owners own. To no surprise, they’re likely to stick with the Apple ecosystem.
This study is based on a survey of approximately 900 Apple customers in the U.S. that purchased an iPhone in the twelve-month period ending in June 2021.
Products of iPhone Owners
CIRP analyzed the device ownership of US Apple customers that purchased an iPhone in the twelve months ending with the June 2021 quarter. The product categories they examined are:
- Personal computers, including Mac desktops and laptops
- Tablets, including iPad
- Smartwatches, including Apple Watch
- Wireless earbuds, including AirPods
- Streaming video devices, including Apple TV
- Smart speakers, including HomePod
iPhone owners tend to have mobile devices, like iPad, Apple Watch, and AirPods. If they do own a personal computer, it’s not likely to be a Mac. They also own fewer Apple TVs and fewer HomePods than Amazon Echos, Google Nest/Home, and competing streaming devices.
- Among iPhone buyers, 69% own a streaming video device like Chromecast, Roku, and Amazon Fire TV, while 39% own an Apple TV.
- 45% of iPhone buyers own a smart speaker, which includes Amazon Echo and Google Home. But only 10% of these users have a HomePod.
- Almost 40% of iPhone buyers own a wireless Bluetooth earbud set, and AirPods account for more than half of them.
- Almost all iPhone buyers own a personal computer, either desktops or laptops (90%). The next most common are tablet devices (79%).
- About two-thirds of iPhone buyers own a smartwatch, and three-quarters of those smartwatch owners have an Apple Watch. This represents almost the same market share as iPads.
Mike Levin, CIRP Partner and Co-Founder: “Apple has failed to replicate its mobile success in selling home-based devices. Almost all iPhone buyers have a PC, but Apple does not dominate, with only 41% of the market. Apple also has relatively low shares of the streaming TV device segment, where over two-thirds of iPhone buyers own one, but only 39% of them own an Apple TV box.”