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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 Consulting

The anatomy of an iPhone user
ZD Net

Survey: 33 percent of iPhone owners cheating on Steve Jobs with another handset maker
Vallywag

Today's iPhone Users are Young, Rich, and Technically Savvy
ReadWriteWeb



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