Commentary
40% of "iUsers" Accessing Internet From Mobile More Than From Computer
- by Jack Loechner , Staff Writer @mp_research, July 10, 2009
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.
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.
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.
How many of the younger ipod users are on their parents family phone plan vs adults having the the bill in their name?
"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 . . ."
Most consider using mobile web, reading email, IM and twitering......it's not like they are 'seeing' anything
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.
People cannot accurately self-report how they consume various media.