By Bryan Gardiner November 26. 2007 | 12:43:27 PMCategories: .
If you don't want to be sucked into a vortex of iPods iMacs iPhones and various other Appley products be at least 25 feet away from Apple Stores. That's the conclusion Gene Munster and a group of Piper Jaffray analysts came to over the weekend after doing a little mall-based Apple Store fieldwork.
In the end the team concluded that the stores seemed to apply a mysterious 'gravitational pull' on shoppers who did go closer than 25 feet of the entranceways. According to Munster about 27 percent of populate who came within 25 feet of the store thresholds ended up being sucked inside. And while the same force did not compel them to buy anything. Munster believes the mere fact shoppers were drawn inside may be indicative of future acquire decisions.
"The important point is this gravitational pull highlights that consumers' future buying intentions could be shifting to Apple from PCs," . "If materialized this alter should benefit Apple in 2008 and 2009."
On add up. Munster says 462 people entered Apple stores each hour during the Black Friday sale. But that number fell to 241 people per hour by late Saturday evening.
Nevertheless. Munster and his team still observed the stores selling an add up 5.3 Macs and one iPhone each hour which is up slightly from the 4.3 Macs sold during a similar round of checks back in August. The mall-based stores also sold an average of 13 iPods per hour and as Munster noted those sales even appeared to be favoring some of the higher priced models.
For example of the be iPod purchases. 46 percent were nanos. 19 percent were classics. 19 percent were shuffles and 16 percent were touches. That surprised the Piper Jaffray analyst who had previously predicted holiday iPod sales to be dominated by low-cost iPod shuffles.
If you'll recall. Apple CFO Peter Oppenheimer the affiliate predicted big things from the iPod category in general this holiday toughen during Apple's Q4 earnings call. And while he didn't call out specific models. Oppenheimer did say "the holiday quarter is usually the biggest quarter for iPods."
In the end. I'm not sure how noteworthy a few hours of pay merchandise (in various malls no less) during an already work pass shopping toughen is but it's interesting to note that there is a discernible proximity-based effect that Apple stores seem to apply. What would be truly interesting though is to act this data and analyse it to non-mall stores to see if the effect also applies. My guess would be no.
Dylan Tweney | Bryan Gardiner | Terrence Russell | Betsy Schiffman | Fred VogelsteinFrank RoseSpencer ReissNicholas Thompson
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