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iPhone Users are Very Satisfied but 1/3 Carry a 2nd Phone, Says Rubicon

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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.