Compete Blog: Smartphone Intelligence – The iPhone at the mall and on the road
By Danielle Nohe
Through a special arrangement, presented here for discussion
is an excerpt of a current article from the Compete Blog. Compete
Inc. is a web analytics company that focuses on understanding how consumers
use the internet.
Almost everywhere I turn, I see an iPhone: at work, on the soccer field,
on the street. My boyfriend and Mom both have them. Clearly these devices
appeal to a lot of people, and we’ve heard the iPhone described as "more
than just a phone" by owners. But what does that mean? How else are
people using their iPhones?
We explored these questions in the most recent fielding of Compete’s Smartphone
Intelligence survey. Two areas where iPhone owners really used their devices
differently from other Smartphone owners are coincidentally two of my favorite
pastimes: shopping and travel!
Our latest results showed that iPhone owners are using their devices more
than other Smartphone owners to help them make purchase decisions while they
shop and to manage logistics/get information when on the road or considering
Let’s start with a look at how Smartphone owners use their devices to shop.
The top half of the chart looks at the percentage of people who use their
device to look at third party product reviews when considering a purchase,
while the bottom half looks at the percentage of people who use their device
to check the price of item they are considering.
iPhone owners were about twice as likely to perform both of these activities,
and do so much more frequently than other Smartphone owners.
Let’s look at the findings around travel. More than three quarters (77 percent)
of all Smartphone owners said that they will either be planning or taking
a trip in the next six months, the majority (81 percent) for leisure. We
found that iPhone owners in particular used their devices in the planning
and logistics of their trip.
The chart above shows the likelihood of respondents to use their mobile
device for a variety of travel related activities during their next trip.
We can see that iPhone owners are more likely to use their device to help
them with their travel plans in every way we asked about.
Shopping and travel are two clear examples of how iPhone owners use their
devices differently than other Smartphone owners. Even though iPhone owners
are more likely to describe themselves as
"technically savvy" than other Smartphone owners, we’ll be investigating
how (and if) their behaviors change as more and more applications stores
are launched in the months ahead. Still, one thing is for certain: the iPhone
is more than just a phone.
Discussion Questions: What has impressed you about the iPhone, particularly
in its applications around shopping? What does the iPhone’s success say
about the potential of shopping via mobile devices?