iPhone is leading the mobile web: US mobile subscribers survey

July 13th, 2008 by Dr. Taly Weiss

Filed under consumer behavior, internet behavior, iphone, mobile web, music, Trend Spotting Behavior, US sample

Mobile Web Activities: iPhone, Smartphone and Total Market: January 2008

Six months after the iPhone’s launch, Apple is generating another peak for its leading brand. On July 11, gadget lovers around the world crammed into stores to buy the latest super-fast iPhone 3G.

What have iPhone have achieved is not only well competing with dominant mobile companies, but also leading the whole category of Mobile Web: According to M:Metrics
iPhone is already the most popular device for accessing news and information on the mobile Web, with 85% of iPhone users accessing news and information in the month of January.
M:Metrics found that 31% of iPhone owners watched mobile TV or video (versus 4.6% market average). Usage of social networking is also popular among iPhone users: 49.7% accessed a social networking site in January, 12 times the market average.

Among iPhone owners – YouTube, Google Maps and Facebook are much more popular:
30.4% of iPhone users accessed YouTube (versus 1% total mobile market), 36% used Google Maps (versus 2.6% total market) and 20% accessed Facebook (versus 1.5% of the total mobile market).

iPhone users and the music market:
74% of iPhone owners were listening to mobile music in January (compared to 6.7% of the total mobile audience). Not surprising is the fact that 84% of iPhone owners who use an MP3 player use an iPod.

iPhone users demographic profile:
The demographic composition of iPhone users are similar to the demographics of other smartphone owners: they are more likely to be male, aged 25-34, earn more that $100,000 and have a college degree.

Methodology:
M:metrics survey of U.S. mobile subscribers is based on three-month moving average for period ending 31st January 2008, n = 31,389.

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