調(diào)查稱多數(shù)人買iPad就像買電腦 至少用2年才換一次
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????iPhone是一款能不斷給蘋果公司（Apple）帶來(lái)回頭客的產(chǎn)品——至少在美國(guó)是如此。一旦顧客購(gòu)買了一部iPhone,，他們很可能會(huì)在兩年之內(nèi),，也就是手機(jī)話費(fèi)合約到期的時(shí)候，再購(gòu)買一部iPhone,。 ????iPad在某些方面類似一臺(tái)大號(hào)的iPhone,。iPad和iPhone這兩款設(shè)備共享海量應(yīng)用程序和許多使用模式，特別是在電子郵件,、瀏覽網(wǎng)頁(yè)以及玩游戲等方面（但觀看視頻方面并不相同）,。 ????然而，說(shuō)到用戶多久會(huì)以舊換新購(gòu)買新型號(hào)產(chǎn)品,，以及他們?nèi)绾翁幹帽惶蕴呐f設(shè)備,，iPad可能更像Mac電腦（通常2至4年更換一次），甚至是電視（5至10年更換一次）,。 ????這些發(fā)現(xiàn)出自美消費(fèi)者調(diào)查研究機(jī)構(gòu)——消費(fèi)者情報(bào)研究合作伙伴公司（Consumer Intelligence Research Partners,，CIRP）新近發(fā)布的一項(xiàng)報(bào)告。這個(gè)機(jī)構(gòu)調(diào)查了2,000名在2013年購(gòu)買了iPhone,、iPad或Mac的美國(guó)消費(fèi)者,。它的調(diào)查發(fā)現(xiàn)如下（見下方圖表）： ????? 更換：每十部丟失或損壞的iPhone中，有八部?jī)商靸?nèi)即得到了更換,。而當(dāng)Mac或iPad損壞時(shí),，用戶可能要一周后、甚至更長(zhǎng)的時(shí)間才會(huì)更換,。 ????? 循環(huán)利用：iPad用戶將自己的舊設(shè)備送給朋友或家人的比例比iPhone用戶高出一倍多,。 ????? 首次購(gòu)買者：iPhone買家中，只有1-2％的人是首次購(gòu)買者,。相比之下,，iPad買家中，首次購(gòu)買者的比例在2013年12月為78％,，僅略低于2013年3月的84％,。 ????CIRP在報(bào)告中寫道：“我們認(rèn)為，蘋果會(huì)希望iPad變成大號(hào)iPhone。不過(guò),，根據(jù)我們近期獲得的用戶使用模式的數(shù)據(jù),，我們懷疑iPhone更像是Mac、電視機(jī)或是iPod等更換不太頻繁的產(chǎn)品,?！?/p> ????更多CIRP圖表見下方： |
????For Apple (AAPL), the iPhone is a sale that keeps on giving -- at least in the U.S. Once a customer has bought one, he or she is likely to come back for another, usually within two years, when that contract expires. ????The iPad is a like a big iPhone in some respects. The two devices share a huge library of apps and many usage patterns, particularly in terms of e-mail, Web surfing and game-playing (but not video watching). ????In terms of how often they are traded in for a new model, however, and what happens to the old, they may be more like Macs (which tend to get replaced every 2-4 years) or, worse still, TVs (5-10 years). ????These findings come from a new report by Consumer Intelligence Research Partners, which surveyed 2,000 U.S. customers who purchased an iPhone, iPad or Mac in 2013. ????Among its findings (see charts below): ????? Replacement: Eight out of ten lost or broken iPhones are replaced within two days. Owners of a broken Mac or iPad may not get to it for a week or more. ????? Recycling: iPad owners are more than twice as likely as iPhone owners to give their old tablets to a friend or family member. ????? First-time buyers: Only 1-2% of iPhone buyers purchase their very first phone. By contrast, the percentage of first-time iPad buyers was 78% in December 2013, down only slightly from 84% in March 2013. ????"We think Apple would prefer the iPad become a big iPhone," the report concludes. "We suspect, though, based on recent CIRP data about how buyers use them, that it's as much like a Mac, TV, or iPod, with less frequent replacement." ????More CIRP charts: |
????譯者：項(xiàng)航
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