iPhone 6 Release May Cause Big Spikes in Electronics Retail Store Visits - ShopperTrak

iPhone 6 Release May Cause Big Spikes in Electronics Retail Store Visits

by Kevin Kearns on 9-17-14 in Industry Trends

On Tuesday, Apple announced the release of the iPhone 6, generating excitement in the tech world. Electronics retailers are expected to experience heavy store traffic in the weeks following the release, due to early demand for the new product. Statisticians here at ShopperTrak studied shopper visit data in the wireless and electronics industry, focusing on the weeks following the release of previous iPhone models. Below are some interesting trends we observed.

Comparing the Releases of Previous iPhone Models

The iPhone 5s generated the largest increase in store visits for electronics retailers during the week following it’s release, driving a 55.4% increase in overall traffic. Additionally, the iPhone 4s outperformed the iPhone 5, increasing traffic during its release in October 2011 by 39.4% vs. 25.9% for the iPhone 5.

How Do Different Geographic Regions React?

An in-depth look at the iPhone 5s release demonstrated that traffic increases varied greatly across markets, ranging from a lighter 45% increase in St. Louis, MO to a much stronger 73% increase in both Columbus, OH and Miami, FL. Trends were mostly individual market-specific; but West Coast cities experienced higher mean increases than East Coast cities.

The following tables show the “Hottest” and “Not-est” markets during the week following the release of the iPhone 5. “Other Northeast” and “Other South” markets represent the aggregate of smaller, individual markets across those geographic regions.

Hottest Markets of iPhone 5s Release

MarketIncrease in Traffic over Prior Week
Columbus OH
Miami 73%
San Francisco72%
Los Angeles71%
Seattle 70%

Not-est Markets of iPhone 5s Release

MarketIncrease in Traffic over Prior Week
Other South44%
St. Louis45%
Other Northeast47%
Las Vegas47%
When Does Traffic Increase and How Long Do Spikes Last?

According to our data, timing can also vary from market to market. Certain markets can expect a minor delay in shopper visits following the iPhone 6 release. Approximately one-third of the markets trend toward higher traffic rates on the second day after a launch versus the day of launch. The top five markets to exhibit this trend are as follows: Denver, Atlanta, Baltimore, Chicago, and Philadelphia.

The decay of initial shopper count spikes occurs at various rates across markets. Below, we list the five fastest and slowest decaying markets nationwide.

RankFastest DecayingSlowest Decaying
1MiamiOther South
3Columbus, OHSt. Louis
4Los AngelesPhiladelphia

We hope you enjoyed our post about how past iPhone releases affect wireless electronics retailers. If you’re interested in finding out more about how ShopperTrak helps retailers in all industries improve their business processes through data,¬†schedule a demo¬†with us today.

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Read more posts by Kevin Kearns

Kevin Kearns is the Chief Revenue Officer at ShopperTrak, where he oversees the professional services and marketing department, as well as the global sales and sales operations teams. He previously served as the Chief Sales Officer, where he was responsible for leading global sales and customer service operating in over 90 countries.

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