Saturday, March 24, 2012

Best Buy Sells Nearly As Many iPhones As Apple

In April 2008 Apple decided to partner with Best Buy to sell the iPhone, and according to data released by the Consumer Intelligence Research Partners, it seems as though Apple made a very smart decision. The data revealed that Best Buy sells nearly as many iPhones as Apple does itself.

Consumer Intelligence Research Partners surveyed iPhone buyers from December 2011 to February 2012. The firm asked consumers where they had purchased their iPhone, and the results showed that 15 percent of consumers bought their iPhones directly from Apple and 13 percent bought theirs from Best Buy. There is only a two percent difference between the sales at Apple and the sales at Best Buy.

The other 69 percent of sales belong to mobile carriers AT&T, Verizon and Sprint. AT&T sold 32 percent, Verizon sold 30 percent and Sprint only sold 7 percent. However, according to the research, Apple and Best Buy both sold more new models than any of the mobile carriers.

"Apple and Best Buy sold more high-end phones, with the iPhone 4S accounting for 87 percent and 82 percent of total iPhone sales, respectively, for those two outlets," Consumer Intelligence Research Partners wrote in its report. "In contrast, carriers sold relatively more lower-end phones, with iPhone 4S accounting for 57 percent to 66 percent of total iPhone sales at AT&T, Verizon, and Sprint."

“Apple Stores and the Apple Website are tremendously productive, but they are limited by their relatively small retail footprint,” said CIRP analyst Josh Lowitz. “There are four times as many Best Buy stores, and probably 20 times as many AT&T, Verizon, and Sprint stores, so aggressive distribution through all these channels is critical to Apple’s U.S. strategy.”

The survey also looked at more than just where consumers were buying their iPhones. The research showed that people prefer to buy their iPhone in the store instead of online. Seventy-six percent of iPhone sales were from retail stores, leaving only 24 percent to online sales. Those numbers did spike a bit when the iPhone 4S was first released however. Retails stores grabbed 67 percent, while online had 33 percent.

Sources: TechnoBuffalo - Best Buy Sells Almost As Many iPhones as Apple Does and PCMag - Best Buy Sells Nearly As Many iPhones as Apple

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