More iPhone 6’s Being Sold, but iPhone 6+ Shows Stronger User Engagement

The iPhone 6 and iPhone 6 Plus were first released on September 19th, and have been in the hands of eager early adopters for just over a month now. These two phones are markedly different from past iPhone models because of their larger 4.7 and 5.5-inch screens. Apple’s decision to enter the large-screen device market has been met with roaring success, and the data backs this up. 

  • The iPhone 6 and iPhone 6 Plus command a 6% and 1% market share of all iPhones respectively just one month after their release
  • The iPhone 6 is being adopted at twice the rate of its iPhone 5s predecessor (which had a 3% share of all iPhones at this time last year)
  • The iPhone 6 Plus has stronger user engagement with 13% longer session length and 11% more app launches than the iPhone 6

 

iPhone 6 Doubles the iPhone 5s’ Market Share at this Time Last Year

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After only one month of being available on the market, the iPhone 6 has already achieved a 6% share of all iPhones. This is a significant improvement to the iPhone 5s, which commanded only a 3% share at the same time last year. Even more impressive is the fact that there are 10 different models of iPhones currently on the market, though only the iPhone 6 Plus, 6, 5s and 5c are currently being sold by Apple. 

Currently, last year’s iPhone 5s is the most popular model amongst consumers at 27% of all iPhones. Compared to the iPad, for which most popular model is the 3.5 year old iPad 2, the iPhone has a much shorter life cycle.  This is due to the wear and tear of a mobile device that is constantly with its owner, and the 2-year renewal cycle for most iPhone contract subscribers.

 

iPhone 6 Plus Showing Higher User Engagement than iPhone 6 

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Despite the iPhone 6 having a much higher market share than the 6 Plus (6% to 1%), the people who own an iPhone 6 Plus are launching apps more often and staying in them longer. Earlier this month, Localytics hypothesized that larger screen devices led to higher engagement, and the same trend is true for Apple’s iPhone 6 and 6 Plus. The average session length for an app on the iPhone 6 Plus is 4.5 minutes, compared to 4 minutes on the iPhone 6, a difference of 13%. Additionally, the iPhone 6 Plus has 12.9 app launches per month compared to 11.6 on the iPhone 6. This is a difference of 11%, and supports the notion that people who own large screen devices are engaging with apps more than their smaller screen counterparts.

With the 5.5-inch iPhone 6 Plus now in “phablet” territory, it will be interesting to see if this has any impact on Apple’s recently announced iPad line. Will people see the iPhone 6 Plus as a supplement to their iPad, or a replacement?

 

Methodology:

Localytics is the leading marketing and analytics platform for mobile and web apps across more than 1.5 billion devices and 28,000 apps. Localytics processes 50 billion data points monthly. For this analysis, Localytics examined over 40 million iPhones from when the iPhone 6 was released on September 19th to October 13th

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Dave is a Business Analyst at Localytics. Other than running and 80's music, Dave enjoys nothing more than pulling rabbits out of data.

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