iPhoners More Comfortable with Ads, Use More Maps, Apps and $$$ Trans than Smartphoners, Says TNS Compete

By Reporter Wireless and Mobile News on November 18, 2008 1:38 PM

TNS Compete is now offering Smartphone Intelligence. Their news release states that this infornation "unlocks the secrets of iPhone's success."

Key inaugural findings include:

iPhone owners are twice as likely as other smartphone owners to be comfortable with advertising within the applications on their device.
33 percent of iPhone owners use maps and GPS more than ten times a month, compared to 13 percent of smartphone owners.
Almost twice as many iPhone owners than smartphone users complete at least one financial transaction on their mobile device each month.
93 percent of iPhone owners have added an application versus only 66 percent of smartphone owners.

Smartphone Intelligence delivers behavioral and survey-based insights on iPhone and other smartphone users. This provides carriers, handset manufacturers and marketers with a complete picture - through comprehensive quarterly data and recommendations - of how to reach mobile consumers effectively.

"The iPhone has raised the bar for mobile interactivity, and this has sparked tremendous creativity by other manufacturers, carriers and advertisers on the mobile platform," said Ryan Burke, managing director of telecommunications and media. "Our inaugural results show that there is a real opportunity for the industry to reach and engage consumers as they use their phones. Not only are iPhone users downloading more applications and doing more on their phones, but owners of these devices are also more receptive to advertisements; something that marketers, carriers and OEMs should consider when devising their strategies."

"It's quite apparent that consumers are more ready than ever to embrace mobile devices into their daily lives. What isn't as apparent, however, is the responsibility the mobile industry has to get their act together and make use of this," said Greg Kumparak of TechCrunch.

About Smartphone Intelligence

TNS Compete's Smartphone Intelligence combines consumer insights (through surveys) with behavioral data (through online click stream data) to reveal how smartphone owners are using their phones, the sites they visit on the Web and what they like and dislike about their phone and internet experiences. Smartphone Intelligence subscribers will receive comprehensive quarterly reports with fresh data about smartphone use and behavior, as well as actionable recommendations tailored to their business.

Smartphone Intelligence also enables clients to go deeper with custom research addressing specific business questions relevant to unique segments of smartphones owners. Today's findings, for example, reveal that iPhone users are more receptive to ads than users with other smartphone owners. Is this because of the device or because of the typical profile of the iPhone user? Only TNS Compete can bring in the online behavior of millions of consumers through click stream data to help answer these questions.