According to a recent comScore study, "All about iPhone," 43% of iPhone owners earn in excess of $100,000 annually, but the strongest growth in users is coming from those earning less
than the median household income. iPhone adoption since June 2008 rose 48% among those earning between $25,000 and $50,000 per year and by 46 percent among those earning between $25,000 and $75,000.
These growth rates are three times that of those earning more than $100,000 per year. Overall, iPhone penetration grew 21%
Jen Wu, senior analyst, comScore, notes that "... a $200
device plus at least $70 per month for phone service seems... extravagant for those with lower disposable income... (but) when the device is used in lieu of multiple digital devices and services, one
actually realizes cost savings... "
Growth of iPhone Owners by Annual
Household Income? (Three-month average ending June, July and August 2008) |
Household Income | % Growth June to August 2008 |
Under $25,000 | 16%? |
$25,000 to $49,999 | 48%? |
$50,000 to $74,999 | 46%? |
$75,000 to $99,999 | 3%? |
$100,000 or more | 16%? |
Total | 21%? |
Source: comScore Mobile, October 2008 |
While the number of consumers in the $25,000 to $50,000 income demographic
declined marginally from June to August 2008, their ranks among smartphone owners and mobile content users grew, in most cases above the rate of the overall market.
According to
comScore Mobile, the number of people earning between $25,000 and $50,000 accessing news and information via their mobile browser grew by 5% since June, while the market overall grew by 3% .
comScore also reported 7% growth in mobile e-mail usage and 5% growth in mobile music consumption among those earning between $25,000 and $50,000 per year.
Installed Base & Consumption Trend Among Mobile Subscribers with Income of?$25,000-$50,000(Three-month
consumption average ending June and August 2008) |
| June ($x000) | August ($x000) | Growth | Overall
Market Growth |
Smartphone | 2,870 | 3,314 | 15% | 12% |
iPhone | 266 | 394 | 48% | 21% |
Listened to mobile music | 4,682 | 4,901 | 5% | -0.3% |
Sideloaded
music | 3,721 | 3,768 | 1% | -2% |
Used Email | 6,818 | 7,261 | 6% | 8% |
News/Info via
Browser | 7,934 | 8,322 | 5% | 3% |
Source: comScore Mobile, October 2008 |
Mark Donovan,
senior analyst, comScore, said "These data indicate that lower-income mobile subscribers are increasingly turning to their mobile devices to access the Internet, e-mail and their music
collections... the iPhone is appealing to a new demographic... satisfying demand for a single device for communication and entertainment... "
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