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????iPhone是一款能不斷給蘋果公司（Apple）帶來回頭客的產品——至少在美國是如此。一旦顧客購買了一部iPhone，他們很可能會在兩年之內，也就是手機話費合約到期的時候，再購買一部iPhone。

????iPad在某些方面類似一臺大號的iPhone。iPad和iPhone這兩款設備共享海量應用程序和許多使用模式，特別是在電子郵件、瀏覽網頁以及玩游戲等方面（但觀看視頻方面并不相同）。

????然而，說到用戶多久會以舊換新購買新型號產品，以及他們如何處置被淘汰的舊設備，iPad可能更像Mac電腦（通常2至4年更換一次），甚至是電視（5至10年更換一次）。

????這些發(fā)現(xiàn)出自美消費者調查研究機構——消費者情報研究合作伙伴公司（Consumer Intelligence Research Partners，CIRP）新近發(fā)布的一項報告。這個機構調查了2,000名在2013年購買了iPhone、iPad或Mac的美國消費者。它的調查發(fā)現(xiàn)如下（見下方圖表）：

????? 更換：每十部丟失或損壞的iPhone中，有八部兩天內即得到了更換。而當Mac或iPad損壞時，用戶可能要一周后、甚至更長的時間才會更換。

????? 循環(huán)利用：iPad用戶將自己的舊設備送給朋友或家人的比例比iPhone用戶高出一倍多。

????? 首次購買者：iPhone買家中，只有1-2％的人是首次購買者。相比之下，iPad買家中，首次購買者的比例在2013年12月為78％，僅略低于2013年3月的84％。

????CIRP在報告中寫道：“我們認為，蘋果會希望iPad變成大號iPhone。不過，根據我們近期獲得的用戶使用模式的數(shù)據，我們懷疑iPhone更像是Mac、電視機或是iPod等更換不太頻繁的產品?！?/p>

????更多CIRP圖表見下方：

????For Apple (AAPL), the iPhone is a sale that keeps on giving -- at least in the U.S. Once a customer has bought one, he or she is likely to come back for another, usually within two years, when that contract expires.

????The iPad is a like a big iPhone in some respects. The two devices share a huge library of apps and many usage patterns, particularly in terms of e-mail, Web surfing and game-playing (but not video watching).

????In terms of how often they are traded in for a new model, however, and what happens to the old, they may be more like Macs (which tend to get replaced every 2-4 years) or, worse still, TVs (5-10 years).

????These findings come from a new report by Consumer Intelligence Research Partners, which surveyed 2,000 U.S. customers who purchased an iPhone, iPad or Mac in 2013.

????Among its findings (see charts below):

????? Replacement: Eight out of ten lost or broken iPhones are replaced within two days. Owners of a broken Mac or iPad may not get to it for a week or more.

????? Recycling: iPad owners are more than twice as likely as iPhone owners to give their old tablets to a friend or family member.

????? First-time buyers: Only 1-2% of iPhone buyers purchase their very first phone. By contrast, the percentage of first-time iPad buyers was 78% in December 2013, down only slightly from 84% in March 2013.

????"We think Apple would prefer the iPad become a big iPhone," the report concludes. "We suspect, though, based on recent CIRP data about how buyers use them, that it's as much like a Mac, TV, or iPod, with less frequent replacement."

????More CIRP charts: