A research data conducted by Consumer Intelligence Research Partners (CIRP) reveals that people are currently using their iPhone longer before switching to the latest iPhone. This trend shift was observed during the COVID-19 pandemic.
Over the years, the average age of the last phone owned by iPhone buyers has steadily increased. For example, in March 2019, 26% of iPhone buyers held their old phone for three years or more.
This trend started when full price installment purchase plans replaced two years of subsidized price contracts between 2015 and 2017 and has continued to grow.
From 2019 until the COVID-19 pandemic, the amount of time iPhone buyers keep their old phones has steadily increased. As of March 2021, 34% of iPhone buyers are replacing phones that are at least three years old.
However, this trend has changed since the post-pandemic period. In the data for the year ending March 2022, only 20% of new phone buyers had phones that were three years old or older. In contrast, 38% reported owning a recent cell phone that was two years old or less.
Then, in March 2023 the trend reversed again and the age of retired phones increased. In the year ended March 2023, 31% of buyers had an old phone that was three years or older.
Launching from Apple Insider, the age profile is almost identical to the year ending March 2020, which marked the start of the COVID-19 pandemic. CIRP has an explanation of what can happen.
During a pandemic, people tend to be interested in getting or upgrading to the latest mobile technology since they are on lockdown and start working remotely.
This is also supported by government financial assistance and generous trade-in initiatives, enabling consumers to purchase newer smartphones.