UK mobile retail footfall was boosted 18.8% following the release of iPhone 7, research from Ipsos has shown.
The Ipsos Retail Performance’s store traffic tracker data revealed that the performance was significantly higher than the 8.9% rise that accompanied the release of the 6s. But Ipsos’ data discovered that the iPhone 7 failed to drive as much extra traffic into stores as the iPhone 6 which boosted footfall by 39% or the 5 which increased it by 29%.
iPhone footfall remained ahead of bitter rivals Samsung according to the Retail Performance stats. The S7 resulted in a 3.1% rise in weekly traffic during for the first fortnight which was down on the S6, which brought in 8.9% more shoppers.
Dr Tim Denison, director of retail intelligence at Ipsos Retail Performance, said:’It’s clear that the i’s still have it when it comes to the razzmatazz of a new model release. Part of Apple’s success in driving up footfall over the launch fortnight comes from its timing. While the Samsung smart phones are traditionally launched in April, new iPhone models are released in late September– well timed for Christmas presents and students starting courses.
‘Looking at the footfall data over the years, Samsung would be well advised to review its release timings, perhaps pushing back a month into late May. The one time it did this was in 2012 for the S3, when weekly traffic was bolstered by 11.2% over the launch fortnight.’