By Hartley Charlton
According to Consumer Intelligence Research Partners (CIRP), iPad owners are more likely to keep or repurpose their old devices than iPhone owners.
Data covering the twelve months ending March 2024 shows that 67 percent of repeat iPad customers keep their old iPads or pass them on to family and friends. This contrasts markedly with iPhone users, where only 41 percent keep or trade in their previous phones. About a third of older iPads are passed on to family members or friends, compared with about 10 percent of older iPhones.
This suggests that iPads, even when they are replaced, remain highly desirable and usable, reducing the need upgrade to a newer model. This behavior contrasts with iPhone users who are much more likely to sell their old devices. Almost half of iPhone Upgraders sell their previous phones, taking advantage of the secondary market and higher trade-in costs. In contrast, less than 10 percent of iPad persons carrying out modernization choose exchange under the trade-in program.
23 percent iPad upgraders report replacing their older devices due to loss, theft or damage, while only six percent of iPhone modernizers cite these reasons. This indicates that iPads are often replaced out of necessity rather than a desire to upgrade.
The CIRP report also sheds light on the upgrade cycles of these devices. Forty percent iPad users wait three years or more before upgrading, a figure that has been rising steadily in recent years. This is in stark contrast to the iPhone users who tend to upgrade more frequently and are influenced by a much stronger trade-in market.
These trends show that iPads continue to play a valuable role in households even after they have been replaced by newer models. The secondary market for refurbished iPads appears to be much less developed than the iPhone market, perhaps due to the high residual value that old iPads bring to their owners. While Apple may prefer that customers be motivated to upgrade to the latest models for new features, data shows that many iPad updates are still driven by necessity, not desire.
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