AdMob’s recent figures showed that the UK is full of (Apple IOS-based) smartphone users. An UK-based consulting company called ComScore has performed a tally of smartphone users and their behaviours, and figured out a few interesting things.
First of all, iPhone users are surprisingly active. 93% of the population have used mobile media on their device, with 75 percent of them using their iPhones to send and receive email. The App Store also turned out to be extremely popular:
The App Store is also extremely popular among iPhone owners, with 55.6 per cent accessing news and information via a downloaded application, compared with 22.1 per cent of smartphone owners, and 6.3 per cent of all mobile phone users. The iPhone has also provided a boost to the mobile games sector, with 37 per cent of iPhone owners downloading a game and 18.6 per cent purchasing one. Only 5.6 per cent of smartphone owners and 2.7 percent of mobile phone users purchased a game in January.
Finally, here is a table they provided with further information:
Top Activities Among iPhone Users vs. All Smartphone Users
Three-month average ending January 2009
Total U.K. Age 13+, Smartphone Owners
Source: comScore Mobile
Per cent of Per cent of Per cent of
Activity iPhone Smartphone All Mobile
Users Users Phone Users
Accessed news/info via browser 79.7 48.0 19.8
Accessed e-mail 75.4 35.4 13.1
Listened to mobile music 65.6 40.5 22.6
Accessed news or info via
downloaded application 55.6 22.1 6.3
Accessed social networking site 54.8 29.6 12.7
Accessed weather 55.5 26.1 9.2
Used web search 55.1 31.9 12.3
Cutting a long story short: the iPhone is an insane success story. Apples decision to “force” users into registering themselves with iTunes immediately has turned out to be exactly what the average user needs…
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