NEW YORK, Aug. 7, 2014 (GLOBE NEWSWIRE) -- ITG Market Research today released the results of its latest Early Upgrade Report showing Jump! customers are utilizing the program's early upgrade option to upgrade to the newest flagship devices at significantly higher rates than the customer base as a whole. Since April, the Samsung Galaxy S5 has captured 25% to 30% of all T-Mobile sales each month but captured 40% to 45% of customers upgrading early via Jump! while the HTC One M8 captured 3% to 4% of total handset sales but 5% to 6% of customers upgrading early via Jump!.
Smartphone owners who signed up for T-Mobile's Jump! program last year became eligible to upgrade to a new device this year. The launch of highly publicized flagship devices has had a direct impact on upgrade decisions made by Jump! customers. As the tables below illustrate, Samsung's recapture rate (i.e. existing Samsung customers purchasing another Samsung handset) soared with the launch of Galaxy S5 in April. Additionally, we observed that prior iPhone users jumped to Samsung at significantly higher rates after the launch. Apple owners who bought the iPhone 5 in 2013 and decided to take advantage of their Jump! upgrade in April were evenly split between the iPhone 5S and the new Galaxy S5.
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Original Apple Smartphone Owners |
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Original Samsung Smartphone Owners |
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Upgrade Month |
to Apple |
to LG |
to Samsung |
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Upgrade Month |
to Apple |
to LG |
to Samsung |
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Mar-14 |
50% |
12% |
25% |
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Mar-14 |
21% |
15% |
51% |
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Apr-14 |
44% |
4% |
43% |
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Apr-14 |
9% |
5% |
80% |
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May-14 |
49% |
5% |
37% |
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May-14 |
9% |
7% |
76% |
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Jun-14 |
39% |
10% |
39% |
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Jun-14 |
11% |
10% |
70% |
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Source: ITG Market Research |
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While the share of Jump! upgraders who chose iPhones has not rebounded meaningfully since the S5 launch, more original Apple and Samsung owners have been using Jump! to move to LG's G2 and new L90 recently. "LG appears to be gaining traction and with the launch of the G3 in July, LG has the chance to gain more attention and share in advance of the iPhone 6 this fall," according to Gary Cohen, Director of ITG Market Research.
The ITG Market Research Monthly Early Upgrade Report tracks the advent of the US Carriers' handset purchase installment plans (Verizon Edge, AT&T Next, T-Mobile Jump! and Sprint Framily/Easy Pay). Key metrics tracked are: Attach Rate (% of subscribers who sign up), Time to Convert (days on plan before exercising the upgrade option) and Flow Share (tracking the device traded in and the new device chosen).
To learn more about the Early Upgrade Report and other ITG Market Research offerings, please contact Director Gary Cohen at 415-370-9400 or via email at gary.cohen@itg.com.
About ITG Market Research
ITG Market Research is the primary market research offering of ITG (NYSE:ITG), an independent global agency brokerage firm. ITG's differentiated research platform is based upon leveraging large amounts of statistically relevant, real-time data. ITG Market Research partners with global mobile data sources to provide unique data-driven reporting and insights throughout the mobile eco-system. From product launches to monthly device sell through tracking, ITG helps clients understand market trends, improve marketing performance, and navigate the increasingly complex mobile device market. For more information, please visit www.itg.com.
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