iNsight on the iPhone
Here's a very good piece of (free) research from Rubicon Consulting on the iPhone based on a survey of 460 iPhone users in the USA. You can download the PDF here
Here are some of the key findings:
iPhone users are very satisfied.
The iPhone users we surveyed report very high levels of satisfaction with the product. They are using its features extensively. (Page 12.)E-mail is the #1 function.
The most heavily used data function on the iPhone is reading (but not writing) e-mail. (Page 13.)The iPhone increases mobile browsing Ö
More than 75% of iPhone users say it has led them to do more mobile browsing. (Page 14.)Öbut it has drawbacks.
About 40% of iPhone users say the iPhone has trouble displaying some websites they want to visit. (Page 25.)
The iPhone is expanding the smartphone market.
About 50% of iPhones replaced conventional mobile phones, 40% replaced smartphones, and 10% replaced nothing. Among conventional phones, Motorola Razr was the phone most often replaced. Among smartphones, Windows Mobile and RIM Blackberry were most often replaced. (Page 19.)A third of iPhone users carry a second phone.
There have been anecdotal reports of iPhone users carrying a second mobile phone, either for basic voice calling, or for other functions like composing e-mail. The survey confirmed those reports. (Page 20.)A quarter of iPhone users say itís displacing a notebook computer.
28% of iPhone users surveyed said strongly that they often carry their iPhone instead of a notebook computer. (Page 22.)Users are young.
About half of iPhone users are under age 30 (page 29) and about 15% are students (page 31).Apple sells to its installed base.
At least 75% of US iPhone users are previous Apple customers ó they used either iPods or Macintosh computers. (Page 28.)The iPhone increases phone bills.
The iPhone has increased its usersí monthly mobile phone bills by an average of 24%, or $228 extra per year. (Page 17.)The iPhone leads people to change carriers.
Almost half of iPhone users changed carriers when they got the iPhone. (Page 18.)
AT&Tís gamble pays off.
The iPhone has probably increased AT&Tís gross service revenue by about $2 billion per year. (Page 4.)The Apple iPhone: Successes and Challenges for the Mobile Industry
Rubicon ConsultingThe anatomy of an iPhone user
ZD NetSurvey: 33 percent of iPhone owners cheating on Steve Jobs with another handset maker
VallywagToday's iPhone Users are Young, Rich, and Technically Savvy
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