Nearly 1-in-10 Want to Buy the iPhone
M:Metrics has reported that 14% of those who had heard about the iPhone reported they would be highly interested in buying one. While AT&T has a five-year exclusive on the device in the United States, 67 percent of those who were most inclined to purchase an iPhone are subscribers on other carrier networks.
While AT&T has a five-year exclusive on the device in the United States, 67 percent of those who were most inclined to purchase an iPhone are subscribers on other carrier networks. "This is an early indication that AT&T's strategy to use the device to lure customers from competitors could pay off," Mark Donovan, senior vice president and senior analyst, M:Metrics.
Among the UK subscribers who were aware of the iPhone, 30 percent, or seven million, reported strong interest in buying one, even though a launch date in Europe has yet to be announced.
"We expected that mobile users in the UK would be more inclined to buy an expensive device, since smartphones are twice as popular in the UK as in the US. These figures are very impressive, although respondents in the UK were not presented with a launch price or any restriction of mobile phone carrier as in the U.S." said Paul Goode, vice president and senior analyst, from M:Metrics London office. "It's also interesting to note that in both geographies, 64 percent of those with a strong interest in buying an iPhone already own an MP3 player, compared to a market average of 30 percent for other music phones owners, so it will be interesting to see at what rate consumers replace their digital music player with an iPhone,"
United Kingdom: Intent to Buy iPhone
| Subscribers | Aware | Total Subscribers | |
|---|---|---|---|
| Low Interest (1-4 on 10 point scale) | 12,444,115 | 50% | 28% |
| Neutral Interest (5-6 on 10 point scale) | 5,529,019 | 22% | 12% |
| Strong Interest (7-10 on 10 point scale) | 6,960,113 | 28% | 16% |
Source: M:Metrics. Survey of UK mobile subscribers for April 2007. n=5,293 mobile subscribers.
United States: Intent to Buy iPhone
| Subscribers | Aware | Subscribers | |
|---|---|---|---|
| Low Interest (1-4 on 10 point scale) | 97,252,651 | 74% | 47% |
| Neutral Interest (5-6 on 10 point scale) | 15,780,356 | 12% | 8% |
| Strong Interest (7-10 on 10 point scale) | 19,038,656 | 14% | 9% |
Source: M:Metrics. Survey of US mobile subscribers for April 2007. n=11,060 U.S. mobile subscribers.
"While other devices' some of them already on the market' have features equal or better than the iPhone, such as 3G, superior cameras, and the like, the iPhone has been the first mobile device to create widespread consumer excitement around a mobile phone," commented Donovan. "This has the potential to increase consumer demand for more expensive, fullfeatured phones across the board as OEMs and other operators respond to AT&T/Apple's marketing juggernaut."
M:Metrics Benchmark Survey: April 2007
French Mobile Subscriber Monthly Consumption of Content and Applications
| Activity | Subscribers (1000s) | Pct | Pct Change |
|---|---|---|---|
| Sent Text Message | 31,755 | 71.4% | (1.3%) |
| Used Photo Messaging | 9,321 | 20.9% | (1.0%) |
| Browsed News and Information | 3,465 | 7.8% | 3.6% |
| Used Personal E-Mail | 2,674 | 6.0% | (3.3%) |
| Purchased Ringtone | 2,189 | 4.9% | (5.8%) |
| Used Mobile Instant Messenger | 1,345 | 3.0% | (5.5%) |
| Used Work E-Mail | 1,055 | 2.4% | (5.5%) |
| Purchased Wallpaper or Screensaver | 802 | 1.8% | (12.6%) |
| Downloaded Mobile Game | 556 | 1.2% | (11.8%) |
German Mobile Subscriber Monthly Consumption of Content and Applications
| Activity | Subscribers (1000s) | Pct | Pct Change |
|---|---|---|---|
| Sent Text Message | 36,859 | 80.1% | (0.6%) |
| Used Photo Messaging | 9,324 | 20.3% | 1.6% |
| Used Personal E-Mail | 2,538 | 5.5% | (0.7%) |
| Purchased Ringtone | 2,099 | 4.6% | (3.5%) |
| Browsed News and Information | 1,636 | 3.6% | 6.9% |
| Used Mobile Instant Messenger | 1,377 | 3.0% | 3.8% |
| Used Work E-Mail | 1,303 | 2.8% | 1.9% |
| Downloaded Mobile Game | 1,143 | 2.5% | (6.9%) |
| Purchased Wallpaper or Screensaver | 887 | 1.9% | (1.7%) |
Italian Mobile Subscriber Monthly Consumption of Content and Applications
| Activity | Subscribers (1000s) | Pct | Pct Change |
|---|---|---|---|
| Sent Text Message | 36,727 | 83.5% | 1.1% |
| Used Photo Messaging | 12,851 | 29.2% | (0.8%) |
| Used Personal E-Mail | 3,602 | 8.2% | 1.5% |
| Used Mobile Instant Messenger | 2,408 | 5.5% | 2.0% |
| Browsed News and Information | 2,359 | 5.4% | (3.3%) |
| Purchased Ringtone | 2,192 | 5.0% | 8.4% |
| Used Work E-Mail | 2,076 | 4.7% | 2.8% |
| Downloaded Mobile Game | 1,429 | 3.2% | (0.8%) |
| Purchased Wallpaper or Screensaver | 1,196 | 2.7% | 4.5% |
Spanish Mobile Subscriber Monthly Consumption of Content and Applications
| Activity | Subscribers (1000s) | Pct | Pct Change |
|---|---|---|---|
| Sent Text Message | 26,583 | 83.1% | (0.3%) |
| Used Photo Messaging | 9,705 | 30.3% | 5.3% |
| Used Personal E-Mail | 2,669 | 8.3% | 2.6% |
| Used Mobile Instant Messenger | 2,021 | 6.3% | (5.7%) |
| Purchased Ringtone | 1,992 | 6.2% | (4.3%) |
| Used Work E-Mail | 1,764 | 5.5% | 4.3% |
| Browsed News and Information | 1,761 | 5.5% | (1.6%) |
| Downloaded Mobile Game | 1,529 | 4.8% | (5.9%) |
| Purchased Wallpaper or Screensaver | 752 | 2.3% | (6.7%) |
U.K. Mobile Subscriber Monthly Consumption of Content and Applications
| Activity | Subscribers (1000s) | Pct | Pct Change |
|---|---|---|---|
| Sent Text Message | 38,314 | 86.1% | 0.3% |
| Used Photo Messaging | 12,839 | 28.9% | (1.4%) |
| Browsed News and Information | 5,884 | 13.2% | (0.6%) |
| Used Personal E-Mail | 3,140 | 7.1% | (2.3%) |
| Used Mobile Instant Messenger | 2,029 | 4.6% | 3.5% |
| Downloaded Mobile Game | 2,025 | 4.6% | (7.0%) |
| Purchased Ringtone | 1,771 | 4.0% | (9.2%) |
| Used Work E-Mail | 1,564 | 3.5% | 0.9% |
| Purchased Wallpaper or Screensaver | 793 | 1.8% | (5.5%) |
USA Mobile Subscriber Monthly Consumption of Content and Applications
| Activity | Subscribers (1000s) | Pct | Pct Change |
|---|---|---|---|
| Sent Text Message | 83,030 | 40.1% | 1.2% |
| Used Photo Messaging | 33,766 | 16.3% | 6.6% |
| Browsed News and Information | 20,019 | 9.7% | 0.3% |
| Purchased Ringtone | 19,184 | 9.3% | (0.7%) |
| Used Personal E-Mail | 17,793 | 8.6% | 4.9% |
| Used Mobile Instant Messenger | 13,907 | 6.7% | 1.4% |
| Used Work E-Mail | 10,445 | 5.0% | 6.2% |
| Downloaded Mobile Game | 6,788 | 3.3% | 2.9% |
| Purchased Wallpaper or Screensaver | 6,567 | 3.2% | 0.3% |
Posted to the site on 18th June 2007
