Commentary

40% of "iUsers" Accessing Internet From Mobile More Than From Computer

by Jack Loechner , Staff Writer, July 10, 2009

According to AdMob, there are many similarities between iPhone and iPod touch users in the US, especially in the demographic makeup of each group in areas such as age and household income. iPhone users are generally older. 69% of iPod touch users are between 13-24 years of age, while this same age segment represents just 26% of iPhone users. 31% of iPhone users are 35-49 years old, while only 12% of iPod touch users fall in this age segment. In total, 74% of iPhone users are over the age of 25, compared to 31% of iPod touch users.

User Age of iPhone & iPod Owners (January thru May, 2009, % of Users)
	*Age Group*
*User Group*	*13-17*	*18-24*	*25-34*	*35-49*	*50-54*	*55-64*	65
iPhone	6%	20	27	31	7	7	2
iPod Touch	46	23	12	12	2	3	2
Source: admob/comScore, July 2009

The research also found that 5 in 10 consumers on both iPhone and iPod touch devices use the mobile Web more frequently than they read printed newspapers. More than 40% reported using the Internet on their mobile device more often than using the Internet from their computers or listening to the radio.

User Media Consumption Patterns, iPhone and iTouch (January thru May, 2009, % of Segment)
*Use mobile web more than they:*	*iPhone Users*	*iPod Touch Users*
Use Web from computer	43.0%	43.9%
Watch TV	32.7	33.9
Read magazines	53.0	47.2
Read print newspapers	58.1	50.9
Listen to radio	45.7	40.9
Source: admob/comScore, July 2009

Loftlon Worth, vice president, comScore, concludes that "... (it is) important for marketers to understand the mobile landscape and the characteristics of the users of a particular platform or mobile device.. "

Additional findings from the study:

More than 70% of users on both the iPhone and iPod touch are male
78% of iPhone users have an annual household income of at least $25,000, compared to only 66% of iPod touch users
46% of iPhone users have children, compared to only 28% of iPod touch users

In the next six months:

57% of iPhone users plan to purchase clothing, 47%, entertainment and 45%, travel
61% of iPod Touch users plan to purchase clothing, 53%, entertainment and 36%, cell phones

The total sample size of iPod touch participants is 3,848, while the total number of participants in the iPhone sample is 3,454. All results were tested for statistically significant differences at the 95% confidence level.

For additional information, please go here.

mobile, research

6 comments about "40% of "iUsers" Accessing Internet From Mobile More Than From Computer".

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Lynda Partner from Partners Marketing Inc, July 10, 2009 at 9 a.m.
My guess is the younger Ipod touch users would love to have an iphone but simply can't afford the service plan. This is especially true in Canada.
Reply

Paula Lynn from Who Else Unlimited, July 10, 2009 at 9:03 a.m.

How many of the younger ipod users are on their parents family phone plan vs adults having the the bill in their name?

Nancy Elswick from MediaQuest, July 10, 2009 at 10:04 a.m.

"According to AdMob, there are many similarities between iPhone and iPod touch users in the US, especially in the demographic makeup of each group in areas such as age and household income . . ."

The only similarity demographically is gender - 70% male. The HH income reference of $25,000+ is surprising as the mean HH income for Adults 35-49 exceeds $65,000. And the media consumption patterns (very broad)- are similar. However given the age difference, between the two groups, which particular media and use would be decidedly different.

So not sure the relevance of this article - to any meaningful learning. One would have to see the wording of the questions to gauge validity of response.
Such as " do you or anyone in your household . . ."

Chris Stinson from Non-Given, July 10, 2009 at 10:39 a.m.

Most consider using mobile web, reading email, IM and twitering......it's not like they are 'seeing' anything

Garry Mendez, July 13, 2009 at 10:51 a.m.

To Chris Stinson's point: The media usage stats are interesting but let's not read too much into differences of format.

I use the mobile web to check the weather daily. I read articles in the New Yorker weekly. Yes, I use the mobile web more than magazines, but that doesn't mean I prefer reading weather forecasts over articles in the New Yorker.

Nancy Lucas from Turner Broadcasting, July 13, 2009 at 12:18 p.m.

People cannot accurately self-report how they consume various media.