iPhone Customer Survey Results

The results are in. Everyone knows that the iPhone is a big success. But Why?

Here are some of the key findings:

  • iPhone users are very satisfied. The iPhone users we surveyed report very high levels of satisfaction with the product. They are using its features extensively. (Page 12.)
  • E-mail is the #1 function. The most heavily used data function on the iPhone is reading (but not writing) e-mail. (Page 13.)
  • The iPhone increases mobile browsing… More than 75% of iPhone users say it has led them to do more mobile browsing. (Page 14.)
  • …but it has drawbacks. About 40% of iPhone users say the iPhone has trouble displaying some websites they want to visit. (Page 25.)
  • The iPhone is expanding the smartphone market. About 50% of iPhones replaced conventional mobile phones, 40% replaced smartphones, and 10% replaced nothing. Among conventional phones, Motorola Razr was the phone most often replaced. Among smartphones, Windows Mobile and RIM Blackberry were most often replaced. (Page 19.)
  • A third of iPhone users carry a second phone. There have been anecdotal reports of iPhone users carrying a second mobile phone, either for basic voice calling, or for other functions like composing e-mail. The survey confirmed those reports. (Page 20.)
  • A quarter of iPhone users say it’s displacing a notebook computer. 28% of iPhone users surveyed said strongly that they often carry their iPhone instead of a notebook computer. (Page 22.)
  • Users are young. About half of iPhone users are under age 30 (page 29) and about 15% are students (page 31).
  • Apple sells to its installed base. At least 75% of US iPhone users are previous Apple customers — they used either iPods or Macintosh computers. (Page 28.)
  • The iPhone increases phone bills. The iPhone has increased its users’ monthly mobile phone bills by an average of 24%, or $228 extra per year. (Page 17.)
  • The iPhone leads people to change carriers. Almost half of iPhone users changed carriers when they got the iPhone. (Page 18.)
  • AT&T’s gamble pays off. The iPhone has probably increased AT&T’s gross service revenue by about $2 billion per year. (Page 4.

Found on The Bottom Rung

Bottom Rung’s Source: Rubicon Consulting

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