Research shows that iPad owners keep their old devices longer than iPhone users

A recent study by Consumer Intelligence Research Partners (CIRP) discovered a significant difference in the way iPad and iPhone owners deal with their old devices. Data covering the twelve months ending March 2024 shows that 67% of repeat iPad buyers choose to keep or pass on their old iPads to family and friends. In contrast, only 41% of iPhone buyers show the same behavior when choosing to keep or give away their previous phones.

The study suggests that old iPads remain highly desirable and useful even after being replaced, reducing the urgency to upgrade to newer models. iPhone users, in turn, are more likely to trade in their old devices, taking advantage of the secondary market and higher trade-in values. Nearly half of people who upgrade to an iPhone are replacing their previous phones, and less than 10% of people who are upgrading to an iPad decide to upgrade.

According to the report, about a third of old iPads are given to family members or friends, compared to just 10% of old iPhones. This means that iPads continue to play a valuable role in the household, even after being replaced by newer models.

The study also found that 23% of iPad upgraders are replacing their old devices due to loss, theft or damage, while only 6% of iPhone upgraders cite these reasons. This suggests that iPads are often replaced out of necessity rather than a desire to upgrade.

The CIRP report also sheds light on the update cycles of these devices. Forty percent of iPad users wait at least three years for an update, and that number has been growing steadily in recent years. iPhone users, on the other hand, tend to upgrade more frequently, driven by a much stronger replacement market.

The secondary market for refurbished iPads appears to be less developed than the iPhone market, likely due to the high retention value that old iPads provide to their owners. While Apple may prefer that customers use the latest models for new features, data shows that many iPad updates continue to be driven by necessity rather than desire.