Dear all,
At the upcoming ICA meeting in Chicago I will be presenting a paper on internet
use via the iPhone. Along with my colleague Pål Sundsøy we have compared
internet use for users before and after they got an iPhone. The analysis is
based on an analysis of 4000 users where compared the number of times that they
logged onto internet immediately before the iPhone was introduced in 2007 and
then again a year later.
The analysis shows that after adopting the iPhone people logged onto the
internet 90 more times per month compared with their pre-iPhone period. We also
compared this with other types of phone users (Nokia N95, the Nokia E65 and
general users) for the same time period. None of the other users increased
their use by the same amount and indeed the general users, net access actually
went down a bit.
Looking at the number of bytes downloaded, we found that the iPhone users
downloaded a mean of 35 megabytes per month (that is about a megabyte per day.
The N95 users downloaded about 20 the E65 users about 10 and the general users
around 2 megabytes per month.
In trying to account for this we have thought of several reasons. First of all,
it is generally younger males who have iPhone. Thus to expect that all users
will automatically start using the net if they get an iPhone is not necessarily
correct. Beyond this we wonder if the increased surfing is because of:
* the user interface
* the display (It is generally larger than other displays)
* the accessibility of the internet via the iPhone
* the fact that the iPhone does "background" tasks that are not
necessarily the decision of the individual
* since many of the users have a commercial subscription, the economic
barrier is often removed for these people
* users might be living out some type of a self fulfilling prophesy ("I
have an iPhone and thus I will surf the net with it.")
Comments are welcome.
Rich L.
Rich L.
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