-- Existing iPhone Users Want Larger Screen than Current Device

BOSTON, Sept. 11, 2014  /PRNewswire/ -- Apple announced two new smartphones on September 9th, 2014 at an event in California – the iPhone 6, with a 4.7-inch display and the iPhone 6 Plus, with a 5.5-inch display, alongside the Apple Watch.

The Strategy Analytics Wireless Device Lab (WDL) report, "Smartphone Size Preference H1 2014: Overall Preference Remains at 4.7 inches" found that in the first half of 2014 consumers were most likely to consider a device with a display size of 4.7" – the same size as the newly announced iPhone 6.

Click here for the report: http://bit.ly/1xIuslt

The report also found that 91% of existing iPhone owners chose a device prototype larger than their current handset size as their most preferred, with 4.5" and 4.7" prototypes the ones most likely to be considered. iPhone owners are also likely to prefer slightly smaller devices compared to existing Android owners.

Paul Brown, report author and service director at Strategy Analytics, commented, "The size of the iPhone 6 should meet current requirements of existing Apple owners, as well as having the potential to win back some previous iPhone owners who had defected to Android handsets as their desire for larger handsets was unmet by Apple."

Kevin Nolan, vice-president of the UX Innovation Practice, added, "With consumers preferring an incremental increase in size over their current device, and overall interest in phablets being lower, we expect that the iPhone 6 Plus will appeal to a smaller segment of the market compared to the iPhone 6 – those who are prepared to sacrifice the convenience of a smaller device for an enhanced multimedia and productivity experience."

About Wireless Device Lab

The Wireless Device Lab forms part of the User Experience Innovation Practice (UXIP) at Strategy Analytics. Focusing on user behaviors, motivations and interests within automotive, wireless devices, connected home and digital media research areas, UXIP helps clients meet consumer needs, develop usable solutions and deliver compelling user experiences. Extensive expertise and highly experienced in large-scale survey work, in-depth interviews, focus groups and observational sessions, UXIP's research methodology allows strategic user-centric analysis on the potential for new technologies that would otherwise be unavailable. Providing actionable insight, go-to-market strategies and business recommendations, UXIP is a leading supplier of consumer knowledge to the technology industry. Click here for more information

About Strategy Analytics

Strategy Analytics, Inc. provides the competitive edge with advisory services, consulting and actionable market intelligence for emerging technology, mobile and wireless, digital consumer and automotive electronics companies. With offices in North America, Europe and Asia, Strategy Analytics delivers insights for enterprise success. www.StrategyAnalytics.com