How is the iPhone changing user behaviour?

Submit an Article

Latest News

Social Media Articles

eMarketer recently published the results of an InSites Consulting survey that explored the ways in which consumers interact with brands on social media sites. Most significantly, the survey found that brands themselves are considered a credible source of information about brands, which marks a significant shift from earlier responses in similar surveys.

How is the iPhone changing user behaviour?

Keep up to date with the latest industry insights

With the recent global launch of the iPhone 3G, the current report focussed the capabilities of Amethon Mobile Analytics solution to uncover some of the key user behaviours of the iPhone in Australia during August. The product processed a sample set of over 100 million mobile page views by more than 5 million unique users to generate the insights in the report. The key findings include:

iPhone browsing session consumed on average delving into sites more deeply and browsing longer than mobile and desktop users, with iPhone users browsing for 2.8 minutes, almost double the duration of average mobile users at 1.6 minutes, and even ahead of desktop users who average 2.4 minutes>
iPhone site navigation is initially higher even than desktop usage and a lot higher than mobile usage. However, we expect this is driven by experiential browsing, with iPhone users trying browsing and showing off the capability to friends in their first few weeks of ownership
iPhone users browse at similar times of day to average mobile users; however iPhone browsing seemed to be proportionally greater in the morning, around 8am and did not exhibit as large an evening peak, between 9pm and 10pm, than the average mobile user. This morning spike could be that there are a large proportion of business users for the iPhone.
iPhone users were found to be almost twenty times more likely to use desktop versions of web search engines than the average mobile user who is predominantly using the mobile version, at 97 per cent versus 43.6 per cent for mobile. For search from an iPhones, Google has 97 per cent of the market and leaves Yahoo! with only 2.9 per cent of the share>

The report received a huge amount of positive press as one of the first insights into how the iPhone is shaping our mobile internet future for users, content publishers and mobile operators. The report is available for download here