The Apple iPhone:
Successes and Challenges for the Mobile Industry
A study of iPhone users
March 31, 2008
Apple iPhone: Successes and Challenges | March 31, 2008 2
©2008 Rubicon Consulting, Inc.
Quick Facts
The Apple iPhone is easily the most publicized new mobile device in recent memory.
But despite all the discussion about the product, there's relatively little hard
information available to the public on its impact. How is it being used? What effect is
it having on customers and on the technology industry?
To help answer those questions, Rubicon Consulting conducted a detailed survey of
460 randomly-selected iPhone users in the US. This report summarizes the findings
from the survey, and what they mean for users and other companies.
Here are some of the key findings:
• iPhone users are very satisfied. The iPhone users we surveyed report very high
levels of satisfaction with the product. They are using its features extensively.
(Page 12.)
• E-mail is the #1 function. The most heavily used data function on the iPhone is
reading (but not writing) e-mail. (Page 13.)
• The iPhone increases mobile browsing... More than 75% of iPhone users say it
has led them to do more mobile browsing. (Page 14.)
• ...but it has drawbacks. About 40% of iPhone users say the iPhone has trouble
displaying some websites they want to visit. (Page 25.)
• The iPhone is expanding the smartphone market. About 50% of iPhones
replaced conventional mobile phones, 40% replaced smartphones, and 10%
replaced nothing. Among conventional phones, Motorola Razr was the phone
most often replaced. Among smartphones, Windows Mobile and RIM Blackberry
were most often replaced. (Page 19.)
• A third of iPhone users carry a second ...