However, while Blackberry users are more likely to be spending more, the Roy Morgan data shows that iPhone users are more receptive to advertising.

Discretionary Expenditure – Percentage of mobile phone users, iPhone users and Blackberry users who have large discretionary expenditure (Big Spenders^)


Source: Roy Morgan Single Source (April 2009 - March 2010). *Australians 14+ who are the main user of at least one mobile phone (n=15,178). ^ ‘Big Spenders’ comprise the top third of discretionary spending, ie money spent after purchase of basic necessities.

Roy Morgan Research Data also shows that 42.3% of those with an iPhone were “interested in receiving ads on their mobile phone if this reduced their bill” compared to 34.1% of total mobile phone users. This contrasts with BlackBerry users who were less inclined to agree with this statement (27.6%).


Receptive to advertising - % of mobile phone users, iPhone users and Blackberry users who agreed with the statement “I'd be interested in receiving ads on my mobile phone if this reduced my phone bill”


Source: Roy Morgan Single Source (April 2009 - March 2010). *Australians 14+ who are the main user of at least one mobile phone (n=15,178).


Andrew Braun, Director Mobile, Internet & Technology, Roy Morgan Research, commented:

“These findings show clearly that both Apple iPhone and Blackberry customers are big spenders and therefore a valuable and attractive audience for advertisers, but Apple iPhone users are more receptive to receiving mobile internet advertising.

“At first glance, this would suggest companies who want to utilise this emerging advertising technique would be wise to target iPhone users.”  However, the reality of all advertising is that ‘relevance’ is the key, and for some products and services Blackberry users are a perfect target, while other products are more relevant to iPhone users.

“For a detailed understanding of these different groups of ‘big spending’ audiences see Roy Morgan Profiles.”
 

Click here to purchase our detailed Roy Morgan Mobile Phone Handset Users Profiles.

These profiles provide a broad understanding of the target group in terms of demographics, attitudes, activities and media usage in Australia.


For more details contact:

info@roymorganonlinestore.com