1

CAX ESTIMATION
Estimate market size of smartphone flip cases in the US used for iPhone4, iPhone5
and Galaxy S5 smartphones
2
Target Market as defined by client
USA
Consumer Electronics aftermarket
Smartphone Flip case for iPhone,
Samsung Galaxy S5 series
Target Market
Target Industry
Target Product
categories
3
No of users using hard
cases protecting screen
Methodology
Total Smart phone users
No of iPhone users No of Samsung users
No of iPhone 5 series users No of Samsung S5 series users
No of Users buying cases No of Users buying cases
No of users using hard
cases protecting screen
Market size(Value in USD) Market size(Value in USD)
Total market size( Assuming single case per phone)
Total market size( Considering even multiple cases per phone)
No of iPhone 4 series users
No of Users buying cases
No of users using hard
cases protecting screen
Market size(Value in USD)
4
Estimated Market size for Samsung S5 flip
cases - 2013
Total
smartphone
users in US -
2013
%share of
Samsung of
overall
smartphones-
2013
% of android
phone users
who use
mobile cases
S5 as a % of
overall
Samsung
Galaxy
market in US
See Reference #1
Estimated
Market size of
Galaxy S5 flip
cases -2013
See Reference #2
26.1% 11.0% 66% $6 m
Basis Data Relational Data Market size
Basis data: Quantitative data available from published sources or a previously conducted
survey that is not a direct quantification of the size of the market of interest, but that is related
to it. Market segmentation flows from the segmentation structure of the basis data; i.e., if the
basis data are segmented by country the estimated market size will be segmented by country.
Relational data: Quantitative data that provide the link between the basis data and the target
market size. The relational data are sometimes no more than rules-of-thumb, but for many
client needs the resulting level of accuracy is adequate.
26%
% of flip cases
of overall
smartphone
cases
Average price
of Samsung
smartphone
flip case
144.5 m
See Reference #3
$8.3
See Calculations See Calculations See Calculations
5
Estimated Market size for Samsung S5 flip
cases - 2014
Total
smartphone
users in US -
2014
% of android
phone users
who use
mobile cases
S5 as a % of
overall
Samsung
market in US
See Reference #1
27% 11.0%
66%
$7m
% of flip cases
of overall
smartphone
cases
Average price
of Samsung
smartphone
flip case
163.9 m
See Reference #3
26% $8.3
%share of
Samsung of
overall
smartphones-
2014
Estimated
Market size of
Galaxy S5 flip
cases -2014
6
Estimated Market size for Samsung S5 flip
cases - 2015
Total
smartphone
users in US -
2015
% of android
phone users
who use
mobile cases
S5 as a % of
overall
Samsung
market in US
See Reference #1
27.8% 11.0%
66%
$8 m
% of flip cases
of overall
smartphone
cases
Average price
of Samsung
smartphone
flip case
182.6 m
See Reference #3
Extrapolated for
2015
26% $8.3
%share of
Samsung of
overall
smartphones-
2015
Estimated
Market size of
Galaxy S5 flip
cases -2015
7
Estimated price projection of Samsung
Galaxy S5 flip covers
6
7
8
2013 2014 2015
Samsung S5 flip case market size [USD mn]
15.5%
CAGR [2013-15]
8
Estimated Market size for iPhone 4 flip
cases - 2013
Total
smartphone
users in US -
2013
%iPhones of
overall
smartphones in
the US - 2013
% of iPhone
users who use
mobile cases
% of iPhone
4 of overall
iPhones in
the US
Estimated
Market size of
iPhone4 flip
cases -2013
See Reference #2
41.8%
25%
90% $16m 13%
% of flip cases
of overall
smartphone
cases
Average price
of iPhone
smartphone
flip case
144.5 m
$9.0
See Reference #3 See Reference #7 See Calculations See Calculations
9
Estimated Market size for iPhone 4 flip
cases - 2014
41.4% 25% 90% $18 m 163.9 m
Total
smartphone
users in US -
2014
%iPhones of
overall
smartphones in
the US - 2014
% of iPhone
users who use
mobile cases
% of iPhone
4 of overall
iPhones in
the US
% of flip cases
of overall
smartphone
cases
Average price
of iPhone
smartphone
flip case
Estimated
Market size of
iPhone4 flip
cases -2014
See Reference #3
$9.0 13%
10
Estimated Market size for iPhone 4 flip
cases - 2015
41.0% 25% 90% $20 m 182.6 m
Estimated
Market size of
iPhone4 flip
cases -2015
Total
smartphone
users in US -
2014
%iPhones of
overall
smartphones in
the US - 2014
% of iPhone
users who use
mobile cases
% of iPhone
4 of overall
iPhones in
the US
% of flip cases
of overall
smartphone
cases
Average price
of iPhone
smartphone
flip case
See Reference #3
Extrapolated for
2015
$9.0 13%
11
Estimated price projection of iPhone 4 flip
covers
16
18
20
2013 2014 2015
iPhone4 flip case market size [USD mn]
11.8%
CAGR [2013-15]
12
Estimated Market size for iPhone 5 flip
cases - 2013
41.8% 75% 90%
$27 m
9.5% 144.5 m $7
Total
smartphone
users in US -
2013
%iPhones of
overall
smartphones in
the US - 2013
% of iPhone
users who use
mobile cases
% of iPhone
5 of overall
iPhones in
the US
Estimated
Market size of
iPhone5 flip
cases -2013
% of flip cases
of overall
smartphone
cases
Average price
of iPhone
smartphone
flip case
See Calculations See Calculations
13
Estimated Market size for iPhone 5 flip
cases - 2014
41.4% 75% 90% $30.5 m 163.9 m
Total
smartphone
users in US -
2014
%iPhones of
overall
smartphones in
the US - 2014
% of iPhone
users who use
mobile cases
% of iPhone
5 of overall
iPhones in
the US
Estimated
Market size of
iPhone5 flip
cases -2014
% of flip cases
of overall
smartphone
cases
Average price
of iPhone
smartphone
flip case
9.5% $7
14
Estimated Market size for iPhone 5 flip
cases - 2015
41.0% 75% 90% $34 m 182.6 m
Total
smartphone
users in US -
2015
%iPhones of
overall
smartphones in
the US - 2015
% of iPhone
users who use
mobile cases
% of iPhone
5 of overall
iPhones in
the US
Estimated
Market size of
iPhone5 flip
cases -2015
% of flip cases
of overall
smartphone
cases
Average price
of iPhone
smartphone
flip case
9.5% $7
15
Estimated price projection of iPhone 5 flip
covers
27
30.5
34
2013 2014 2015
iPhone5 flip case market size [USD mn]
12.0%
CAGR [2013-15]
16
Total flip cover market size in mn USD
2013 2014 2015
Samsung S5 6 7 8
iPhone 4 16 18 20
iPhone 5 27 30.5 34
TOTAL 49 55.5 62
17
Estimated price projection of combined
iPhone + Galaxy S5 flip covers
49
55.5
62
2013 2014 2015
iPhone + Samsung Galaxy S5 flip case
market size [USD mn]
12.5%
CAGR [2013-15]
18
Calculations
19
11% - S5 as a % of overall Samsung Galaxy
market in US
Samsung S5 share of overall
Samsung Galaxy market
= 8 [blue bar] / 74 [red bar]
= 11%
Back
20
26% of all Samsung S5 cases are flip covers
Number of Galaxy S5 cases
analyzed 200
Number of Galaxy S5 cases that
were flip covers 52
% of Galaxy S5 flip cases of
overall Cases 26
Source: ebay
Back
21
$8.3 is average price of a GalaxyS5 flip case
Number of Galaxy S5 flip cases
analyzed 200
Average price of Galaxy S5
flip case $8.3
Source: ebay
Back
22
13% of all iPhone 4 cases are flip covers
Number of iPhone4 cases
analyzed 200
Number of iPhone4 cases that
were flip covers 26
% of iPhone4 flip cases of
overall Cases 13
Source: ebay
Back
23
$9 is average price of a iPhone 4 flip case
Number of iPhone4 flip cases
analyzed 200
Average price of iPhone4 flip
case $9
Source: ebay
Back
24
9.5% of all iPhone 5 cases are flip covers
Number of iPhone 5 cases
analyzed 200
Number of iPhone 5 cases that
were flip covers 19
% of iPhone 5 flip cases of
overall Cases 9.5
Source: ebay
Back
25
$7 is average price of a iPhone 5 flip case
Number of iPhone 5 flip cases
analyzed 200
Average price of iPhone 5 flip
case $7
Source: ebay
Back
26
1. http://www.statista.com/statistics/201182/forecast-of-smartphone-users-in-the-us/
References
2. https://www.npd.com/wps/portal/npd/us/news/press-releases/one-in-four-smartphone-
owners-dont-use-a-case-to-protect-their-phone-according-to-npd/
just two-in-three (66 percent) Android phone owners use a protective case.
nearly 9-in-10 iPhone owners (87 percent) use a protective case with their phone- higher
than the average for all smartphone users Back To Galaxy S5 calculation
Back To iPhone4 calculation
27
3. https://www.comscore.com/Insights/Market-Rankings/comScore-Reports-March-2014-US-
Smartphone-Subscriber-Market-Share
References
Back To Galaxy S5 calculation
Back To iPhone4 calculation
28
4. https://www.npd.com/wps/portal/npd/us/news/press-releases/one-in-four-smartphone-owners-
dont-use-a-case-to-protect-their-phone-according-to-npd/
just two-in-three (66 percent) Android phone owners use a protective case.
nearly 9-in-10 iPhone owners (87 percent) use a protective case with their phone- higher than the
average for all smartphone users
5.http://www.amazon.com/s/ref=sr_nr_n_2?rh=n%3A2335752011%2Cn%3A2407760011%2Ck%3As5+f
lip+case%2Cp_n_feature_nine_browse-
bin%3A8841293011&sort=relevancerank&keywords=s5+flip+case&ie=UTF8&qid=1407258484&rnid=23
3575301110. http://www.ce.org/News/News-Releases/Press-Releases/2013-Press-Releases/CE-
Industry-Revenues-to-Reach-Record-High-of-$208.aspx
6. http://www.amazon.com/s/ref=nb_sb_noss?url=node%3D2407760011&field-
keywords=s5+case&rh=n%3A2335752011%2Cn%3A2407760011%2Ck%3As5+case
7. http://www.dazeinfo.com/2014/05/15/apple-inc-aapl-success-strategy-25-iphone-buyers-still-
fascinated-towards-iphone-4s/
References
Back To iPhone4 calculation
29
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