Rubicon Consulting conducted a
detailed survey of 460 randomly-selected iPhone users in the US.
Here are some of the key findings:
- iPhone users are very satisfied.
- E-mail is the #1 function.
- The iPhone increases mobile browsing... More than 75% of iPhone users say it has led them to do more mobile browsing.
- ...but it has drawbacks. About 40% of iPhone users say the iPhone has trouble displaying some websites they want to visit.
- 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.
- 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.
- A quarter of iPhone users say it's displacing a notebook computer.)
- Users are young. About half of iPhone users are under age 30 (page 29) and about 15% are students.
- Apple sells to its installed base. At least 75% of US iPhone users are previous Apple customers -- they used either iPods or Macintosh computers.
- The iPhone increases phone bills. The iPhone has increased its users' monthly mobile phone bills by an average of 24%, or $228 extra per year.
- The iPhone leads people to change carriers. Almost half of iPhone users changed carriers when they got the iPhone.
Download the full Rubicon white paper.