Insights

iPhone Users Watch More Video… and are Older than You Think
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iPhone Users Watch More Video… and are Older than You Think

Upon Apple’s announcement of a new iPhone – the iPhone 3G S, slated to be available June 19 – Nielsen takes a look at iPhone insights on its users and usage.

  • As of April 2009, Nielsen estimates that there are 6.4 million active iPhone users in the U.S., up from 2.1 million a year prior. The most impactful iPhone announcement this week may be the price reduction of $99 for the 8 GB version: cost has been one factor (in addition to AT&T exclusivity) that’s kept the overall iPhone audience modestly sized.
  • 37% watch video on their phone (6x as likely as the typical subscriber)
  • The iPhone audience is age-diverse: a device this powerful isn’t just for kids. There are roughly as many iPhone users 55 and older as there are 13-24.

  • iPhone users look good to mobile marketers. Forty-percent have household incomes of $100K or more – twice the ratio among all subscribers (19%). That income may also be helpful for current iPhone owners who want to upgrade: in-contract iPhone owners may have to pay an additional $200 to upgrade before their contract expires.

  • It’s not just for looks. 98% of iPhone users use the data features of their phone, services that should improve with the enhanced speed promised by the iPhone 3G S.

  • 88% use the Internet (making them 4x as likely as the typical subscriber)

  • 75% download apps (5x as likely as the typical subscriber)

  • 72% used location based services (7x as likely as the typical subscriber)

Apple’s announcement came on the heels of the release of the latest so-called “iPhone killer” the Palm Pre smartphone. However, iPhone buzz continues to dominate the blogosphere.