ComScore (NSDQ: SCOR) has released a report comparing the mobile media usage of iPhone users in the UK with that of other smartphone users and the general mobile population. In all, 93 percent of iPhone owners in the UK accessed mobile media of one type or another in January: The table embedded after the jump shows the comparisons, with iPhone users far outweighing users of other smartphones in every category — particularly in e-mail, apps and weather.
Alistair Hill, analyst, comScore noted, “the penetration of e-mail 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. As a result, we see smartphone users favour using their device for music and photo messaging, two activities for which these Nokia (NYSE: NOK) devices are particularly well-suited, more than e-mail.” Considering the success of the Apple (NSDQ: AAPL) App Store it’s unsurprising applications see far more usage on iPhones than on other gadgets.
Twenty-three percent of mobile media users own a smartphone; and 3.5 percent, an iPhone. ComScore does note that despite the high usage, only 2 percent of mobile phone users in the UK have an iPhone, 75 percent of which are male. The question everyone wants answered, though, is whether iPhone users have higher usage because of the device, or whether it’s a self-selecting group of high media users… or a bit of both. Release.
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