YouGov Ad of the Month – US: iPhone
There was no shortage of hype around the latest iPhone, and YouGov data shows Apple’s marketing push around the device was successful.
Between October 1 and October 30, the iPhone brand saw its ad awareness increase by 26%. At the end of the month, close to two in five (38%) Americans had seen an ad for the product in the previous two weeks.
That boost in awareness is likely a result of the usual hype that led up to the announcement of the iPhone 12 on October 13 and subsequent ad push that followed.
Apple typically reveals a new slate of iPhone models every fall, but this latest iteration is particularly important for the tech firm as it is the first substantial physical redesign of the device since 2017 and marks Apple’s first foray into 5G technology. A snap poll from YouGov conducted immediately following the event showed 5G was the feature most consumers were excited about, followed by updated camera abilities.
These features, along with an updated internal chip, are front and center in Apple’s initial marketing campaign.
This increase in ad awareness translated into a bump in purchase intent for the iPhone brand. At the beginning of October, 14.3 percent of Americans said they would be most likely to purchase an iPhone product; by the end of October, that number had reached 17.1%.