iPhone Users Watch More Video… and are Older than You Think

Nielsen Wire — Wed, 10 Jun 2009 19:33:37 +0000

Upon Apple’s announcement of a new iPhone – the iPhone 3G S, slated to be available June 19 – Nielsen takes a look at iPhone insights on its users and usage.

As of April 2009, Nielsen estimates that there are 6.4 million active iPhone users in the U.S., up from 2.1 million a year prior. The most impactful iPhone announcement this week may be the price reduction of $99 for the 8 GB version: cost has been one factor (in addition to AT&T exclusivity) that’s kept the overall iPhone audience modestly sized.
37% watch video on their phone (6x as likely as the typical subscriber)
The iPhone audience is age-diverse: a device this powerful isn’t just for kids. There are roughly as many iPhone users 55 and older as there are 13-24.

iPhone users look good to mobile marketers. Forty-percent have household incomes of $100K or more – twice the ratio among all subscribers (19%). That income may also be helpful for current iPhone owners who want to upgrade: in-contract iPhone owners may have to pay an additional $200 to upgrade before their contract expires.

It’s not just for looks. 98% of iPhone users use the data features of their phone, services that should improve with the enhanced speed promised by the iPhone 3G S.

88% use the Internet (making them 4x as likely as the typical subscriber)

75% download apps (5x as likely as the typical subscriber)

72% used location based services (7x as likely as the typical subscriber)

Apple’s announcement came on the heels of the release of the latest so-called “iPhone killer” the Palm Pre smartphone. However, iPhone buzz continues to dominate the blogosphere.

Mobile Media More Popular With Dems Than Republicans

admin — Mon, 29 Sep 2008 19:52:39 +0000

Barack Obama’s campaign made political history when it used text-messaging to announce Joe Biden’s V.P. selection to 2.9 million mobile users. Obama’s campaign also maintains a mobile website with news, video, and downloads.

In contrast, John McCain’s campaign has largely eschewed mobile marketing. But that may just be the right strategy, according to Nielsen Mobile, which reported Monday that mobile advertising is a more efficient way to reach Democrats, rather than Republicans.

As of the second quarter of 2008, mobile media of all types were slightly more popular among Democrats, who were more likely than their Republican counterparts to use data services on their mobile phones, send text messages, or use mobile Internet, according to Nielsen.

Data Type	Mobile Media Use: Democrats (past 30 days)	Mobile Media Use: Republicans (past 30 days)
Data User	61.6%	54.6%
Non-data User	38.4%	45.4%
Text Messaging/SMS	52.5%	46.0%
Picture Messaging/MMS	26.5%	21.2%
Ringtone downloads	18.5%	12.9%
Mobile Internet	17.2%	13.1%
Email	15.8%	12.8%
Software/Application downloads	11.0%	8.2%
Instant Messaging	10.9%	7.2%
Game downloads	7.7%	5.7%
Location-based services/GPS	6.2%	5.8%
Video/Mobile TV	4.4%	2.5%
Source: The Nielsen Company (September 29, 2008).

View the full media alert.

Read coverage of Nielsen’s findings in MediaPost, Wireless and Mobile News, and Fierce Mobile Content.

Nielsen Wire » mobile marketing

iPhone Users Watch More Video… and are Older than You Think

Mobile Media More Popular With Dems Than Republicans