comScore, Inc. has published the results of a study that explores the demographics of iPhone owners and reveals that while 43 percent of iPhone owners earn in excess of $100,000 annually, the strongest growth in users is coming from those earning less than the median household income, particularly since the launch of the iPhone 3G. According to a new comScore report, “All about iPhone,” iPhone adoption since June 2008 rose 48 percent 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 percent.
“As an additional household budget item, a $200 device plus at least $70 per month for phone service seems a bit extravagant for those with lower disposable income,” said Jen Wu, senior analyst, comScore, the report’s author, in the press release. “However, one actually realizes cost savings when the device is used in lieu of multiple digital devices and services, transforming the iPhone from a luxury item to a practical communication and entertainment tool.”
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 five percent since June, while the market overall grew by three percent. comScore also reported seven percent growth in mobile e-mail usage and five percent growth in mobile music consumption among those earning between $25,000 and $50,000 per year.
“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,” observed Mark Donovan, senior analyst, comScore, in the press release. “Smartphones, and the iPhone in particular, are appealing to a new demographic and satisfying demand for a single device for communication and entertainment, even as consumers weather the economy by cutting back on gadgets.”
More details on the demographics and usage patterns of iPhone users and related industry trends in the U.S. are available in the comScore report, “All about iPhone,” (US$4,999) which is available now at www.comscore.com/iphone.
Source: comScore, Inc.
[Attribution: The Wall Street Journal. Thanks to MacDailyNews Readers “bc” and “Citymark” for the heads up.]
“You know, one of our entrants into [the “netbook”] category, if you will, is the iPhone for browsing the Internet and doing e-mail and all the other things that a NetBook lets you do. And, being connected via the cellular net wherever you are, an iPhone is a pretty good solution for that — and it fits in your pocket.” – Apple CEO Steve Jobs, October 21, 2008
And, now a couple more quotes for your enjoyment:
• The iPhone, the tech symbol of the ‘in’ crowd, is on the verge of crossing the line into AIG-like excess and arrogance. – Tom Kaneshige, InfoWorld, October 22, 2008
• I’m not sure, under the current economic conditions, that [iPhone] is a great statement to make. You may not want to flash it. – Rob Enderle, Enderle Group (of two), October 22, 2008