A new study by CIRP revealed some valuable insights into iPad users' tendency to hold on to their iPads for up to three years or even more. With the release of the M4 iPad Pros at the Let Loose Event, new reports have emerged that uncover the continued steadfastness of iPad users compared to iPhone users in terms of retention longevity.
iPad users replace their tablets out of necessity and are less enthusiastic about upgrading, unlike iPhone users.
The statistics from the report span across twelve months, covering the details up to March 2024. According to the research, sixty-seven percent of iPad users hold onto their tablets or hand them down to their family members. On the other hand, iPhone users did not show a similar resilience and were less enthusiastic about keeping their phones. About thirty percent of iPhone owners retained their iPhones, while only a handful transferred their phones to their peers.
Based on the trends projected in the data, we can deduce that iPad users are inclined to use their older iPads in some way, even when they are replaced. This behavioral tendency also suggests that iPad users are not in a hurry to upgrade their tablets to newer versions, unlike iPhone users.
The predisposition could be attributed to the iPhone's higher trade-in value. Since iPads have a far lower resale value, less than ten percent of iPad users opt for trade-ins. The financial gains from a trade-in are relatively lower than the benefits of keeping the older iPad, which is why users tend to keep their devices or put them to some other use or functionality.
iPad users' motivation to upgrade rests in necessity, in terms of the device either being stolen, lost, or damaged, rather than out of a desire to move to a newer version. iPhone users' driving force behind the upgrades is the high trade-ins, as nearly half of the iPhone owners opt for the secondary market. The desire to move to the latest model to access new features is also a strong basis for iPhone users.
The difference in the contrasting reasoning behind upgrades can be credited to the iPhone needing relatively fewer necessity-based replacements than the iPad. It could also be that the iPad, in fact, has a more loyal customer base that does not easily head for newer versions and would rather put it to another use or pass it on to family and friends.
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