Slice Intelligence

Data from Slice Intelligence just revealed the first online sales figures for the iPhone 7, and early shoppers prefer the Plus. Among those pre-ordering the iPhone 7, in the first 48 hours of availability, 55 percent ordered the Plus model. By comparison, over half of the iPhone orders of the 6 and 6s were for the regular model during the first two days of availability.Regular-vs.-Plus-2

As is typical, those who pre-ordered the iPhone 7 tend to be Apple loyalists. Fifty-five percent of iPhone 7 buyers purchased an iPhone online in the past two years. We also observed that the iPhone upgrade cycle is ticking up: only 34 percent of iPhone 7 buyers hadn’t purchased a phone online since 2014, versus 40 percent of 6s buyers. While there have been explosive reports about the Galaxy Note 7: Only two percent of these shoppers bought a Samsung phone in the past two years.

Last-Brand-of-Smartphone-1

Shoppers see the iPhone 7 and they want it painted black

The most popular iPhone 7 colors ordered were the new black shades, with 69 percent opting for the black or jet black version. The color of choice for iPhones past has traditionally been space gray. While the color is not available for the iPhone 7, half of iPhone 6 orders and nearly 40 percent of 6s orders were space gray during the week of launch. Here’s the full color break down:

Color-Breakdown-1

When it comes to storage, the middle option is best

What’s one of the big things that all online iPhone launches have in common? Buyers seem to always prefer the mid-tier storage option. For the past three September launches, over 60 percent of phones purchased over the first two days were on the middle storage option. This time, over two-thirds of iPhone 7’s purchased online have been the 128 GB model.

Storage-Breakdown

About this data

With a panel of over 4 million online shoppers, Slice Intelligence gives the most detailed, and accurate digital commerce data available, and is reported daily.

Slice Intelligence is the only service to measure digital commerce directly from the consumer, across all retailers, at the item level, and over time. Our retailer-independent methodology precisely measures commerce as it happens. By extracting detailed information from hundreds of millions of aggregated and anonymized e-receipts, Slice can map the entire Purchase Graph, connecting each and every consumer to all their purchases.

Slice gets its data from e-receipts – not a browser, app or software installed by the end-user – so its measurement reflects comprehensive shopping behavior across multiple devices, over time which are key in an increasingly omnichannel retail world. Slice Intelligence is the exclusive e-commerce data provider for the NPD’s Checkout Tracking e-commerce service.


This post was first published in the Slice Intelligence blog. Slice is an independent, wholly-owned subsidiary of Rakuten.