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Mobile Media Used More By UK iPhone Owners

Posted on: Thursday, 26 March 2009, 12:19 CDT

Ninety-three percent of iPhone users in the UK accessed mobile media during January and 75 percent checked email, showing that iPhone users use the device to access mobile media more than twice as much as owners of other smartphones, according to comScore.

Additionally, 79.7 percent of iPhone users accessed news and information in the three-month period, compared with 48 percent of other smartphone users and 19.8 percent of all mobile phone users, comScore said in the first data compiled on iPhone users in the UK.

"Consumers are clearly embracing the iPhone’s touch screen keyboard," said comScore analyst Alistair Hill. "The penetration of email usage on the iPhone is more than double that of the smartphone category as a whole."

"Over the past several quarters, the UK smartphone market has been dominated by the (Nokia) N95, which lacks a QWERTY keyboard," said Hill. "As a result, we see smartphone users favor using their device for music and photo messaging, two activities for which these Nokia devices are particularly well-suited, more than email."

Additionally, comScore said 37 percent of iPhone users downloaded a game and 18.6 percent purchased one, compared to 5.6 percent of smartphone owners and 2.7 percent of mobile phone users in January.

Apple reported this month that customers have downloaded 800 million iPhone applications so far this month, according to Reuters.

Demographics showed that 65 percent of iPhone owners were male. ComScore show that 55 percent of mobile media consumers are male, and 65 percent are between the ages of 18-44. Twenty-three percent of mobile media users own a smartphone compared to 3.5 percent, an iPhone.

“The iPhone is indeed an early adopter phenomenon in the United Kingdom,” said Hill. “While the device’s ease of use is certainly contributing to the lift we see in mobile media consumption, the fact that the device requires a subscription package that includes an unlimited data plan is also a contributing factor.”

“However, it is also important to note that while nearly all iPhone owners are consuming mobile media, the device is in the hands of only two percent of mobile phone users in the UK.”

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On the Net:

• comScore
• iPhone

Source: redOrbit Staff & Wire Reports

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