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					                                                        Project BRIEF: iPhone Research

iPhone Usage

iPhones, as part of the Smartphone revolution, are set to outpace the sale of PC’s.
A surprising figure, but less impressive considering one household might have 4 phones,
yet be unlikely to have 4 PC’s.

However, the massive growth in Smartphones, and the revolution in App development,
and subsequent interaction in our daily lives is massive.

People of all ages are now downloading and browsing content across most markets, from
magazines and diet planners to horoscopes, mapping and recipes.

However, Smartphones are still a channel to market. To set their development in context,
and understand the possible implications for you, we have compiled a short list of

Most Popular Smartphones

According to research by The Independent in 2010, worldwide Smartphone usage is
expected to hit 1.7 billion by 2014.

Of this, c 60% are expected to be from residential users.

iPhones, Blackberry and Google’s Nexus One are expected to fuel a large share of this
growth, with up to 26% of overall share.

More than 50% of this growth is expected to come from the Asia-Pacific area: China, India
and the Central and Latin American states such as Brazil.

In the UK, Smartphone usage has increased to 11.2 million users (source Comscore),
making the UK the leading user.

During 2009, iPhone market share increased from 33 to 40% in North America (source
Admob 2009), though shares were reduced in Asia and Africa.

Android based phones are growing rapidly in North America and Western Europe.

Nokia still has overall market share for smartphone usage, with c 12 of the top 20
smartphones in use (2009).
Biskit Ltd 2010 Smartphone usage

Research from Comscore (2010) suggests that the iPhone surpasses other mobile media
types for browsing, with up to 80% of users in France, Germany and the UK viewing news
and other information, compared with 32% of other smartphone users.

Americans typically browse Smartphones for 4.6 hours per month, versus 2.5 hours in

According to M:Metrics, more users of Smartphones are switching to time-intensive
communications, rather than simple weather checking.

iPhone Distribution

By the end of September 2010, iPhone will be available in 88 countries worldwide
according to Apple.

iPhones are most popular in North America (49%), West Europe (28%), Asia (14%),
Oceania (4%) and Latin America (3%).

Total iPhone sales worldwide are now c 45 million.

The new iPhone 4S

This is hailed as a major improvement on the current iPhone, and sold over 1.7 million
units in its first three days worldwide.

c77% of these new buyers were upgrading from their previous model, staying with this

At the previous launch, for the iPhone 3GS, 1 million units were sold over the first

Apple is competing directly with providers of other Smartphones, namely RIM (Blackberry),
and Googles Android software (as used by several handset makers) and Nokia (which still
has the largest market share).

Worldwide sales of the iPhone 4S were expected to hit 2 million by the end of June 2010.


More than 3 million iPads were sold during the first 80 days worldwide. 38% of iPad unit
sales stem from the rest of the world, versus 62% from the US. This is expected to
increase to 43% before 2010 end.

By July end 2010, iPad is expected in 19 countries.

Sales are forecast to c 10 million during the next 12 months.

Biskit Ltd 2010 Smartphone usage

In a survey by AdMob, c 16% of current iPhone users suggested that they would be buying
an iPad in the next 6 months.

Only 6% of iPhone users, 5% of Android users, and 2% of webOS users are planning to
purchase a Kindle in the next 6 months.

There are already over 5000 new apps for the iPad.

APP Usage

There are now over 225,000 apps, available for the iPhone, iTouch and iPad.

In research conducted by AdMob in 2010, research suggested that 50% of iPhone users
downloaded at least 1 paid App per month, compared to 35% of iTouch users.

Between 20 and 25% of Android users downloaded the same.

iPhone users are more likely to download paid Apps, though iPod touch users actually
download more Apps in total, an average of 12 per month.

iPod touch users also spend more time using the Applications.

Users are typically Male (54 to 58%) across the board for iPhone/iPod etc and webOS,
whilst Android tends be much more male dominated.

iPod touch users are typically much younger than iPhone users, with 78% below the age
of 25.

iPod touch is seen as a building block for future iPhone sales.

Only 24 to 25% of Android, iPhone and webOS users are below 25.

The most popular worldwide app categories are as follows:

1 – Books (39760 active)
2 – Games (32806 active)
3 – Entertainment (25702 active)
4 – Education (17139 active)
5 – Travel (14525 active)

Biskit Ltd 2010 Smartphone usage

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