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82pc of US iPhone users plan to upgrade to iPhone 5: study

Current iPhone owners are itching to get their hands on Apple?s new iPhone 5 when they upgrade their phone plans, according to a new report from Mojiva.

Mojiva took a look at how the iPhone has changed consumers perceptions of mobile and marketing in the ?The Five-Year Anniversary of the iPhone? report. The company surveyed iPhone owners in the United States and Britain.

?For marketers, this should mean stepping up their game to make the most of what features the iPhone 5 device offers the user,? said Amy Vale, vice president of global research and strategic communications at Mojiva, New York.

?There's so much potential for smarter, more engaging executions which we are helping marketers and agencies with every day,? she said. ?When it comes down to it, the new iPhone 5's larger, richer display will give marketers an opportunity to show their brand in an even better light than before.?

Update on mobile
The Mojiva study includes findings from 1,000 iPhone users in the U.S and 947 British users.

The study looked at how long iPhone users in both areas have owned their devices.

For example, 42 percent of consumers in the U.S. have owned their smartphone for less than six months. In Britain, 52 percent of users have owned an iPhone for less than six months.

Sixteen percent of iPhone owners in Britain were first-generation iPhone users. Nine percent of consumers in the U.S. owned a first-generation device.

Additionally, 70 percent of current iPhone owners in the U.S. and 69 percent in Britain plan to upgrade to an iPhone 5 device. If reviews of the new phone are positive, 89 percent of both groups plan to purchase, showing the strong loyalty that Apple has developed with its consumers.

The intent to purchase an iPhone 5 jumps even more with current iPhone users that also have an iPad. Eighty-one percent of U.S. consumers who own both an iPhone and iPad plan to buy an iPhone 5. Seventy-eight percent of British consumers with both devices say the same.

Jump the gun
Not surprisingly, consumers with an both an iPhone and iPad were more likely to also pre-order a iPhone 5 device.

Thirty-five percent of U.S. consumers in the study who own both an iPhone and iPad device planned to pre-order the iPhone 5 device. Twenty-three percent of overall U.S. consumers said the same.

Forty-five percent of British consumers with both an iPhone and iPad device plan to either pre-order or buy an iPhone device today when the device is released. This compares to 28 percent of overall British consumers that say the same.

Ad on mobile
The study also asked consumers about their preferences on how they interact with advertising on their devices.

Forty-seven percent of U.S. iPhone users and 46 percent of British consumers said that they would like to see more mobile ads with special promotion offers and coupons.

?This is a great sign for many brands, especially retailers wanting to push sales at certain times of the day or week to activate their promotional calendars,? Ms. Vale said.

Nineteen percent of British consumers would like to see more location-based advertising with 18 percent of U.S. respondents saying the same.

Ads that help consumers plan ahead were favored by 10 percent of U.S. consumers and 13 percent of British consumers.

Context also plays a large role in how consumers interact with ads. For example, 71 percent of consumers in Britain said that they would like to see mobile ads that are based on their past browsing history. Sixty-eight percent of consumers in the U.S. said the same, showing how relevancy and personalization are key drivers in the success of mobile advertising.

?Really this is just another sign that more and more consumers are moving to smart devices and are willing to upgrade as innovation occurs, even with an unstable economy,? Ms. Vale said.

?If brands and agencies don't see these reports as a major sign to start really investing in mobile advertising, I don't know what will,? she said. ?This is a major brand-building opportunity for marketers, so through these kinds of findings, I really hope it will help guide their budgeting decisions to funneling advertising dollars into where their audiences are spending much of their time ? on their mobile devices.?

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York