Jacobs Media's Bill Jacobs provides insight regarding the popularity of iPhones among the middle class.
As a not-so-cheap device, there’s a sense that the main people buying iPhones are those who are well-off. Odds are that’s somewhat true when it comes to smartphones from other manufacturers such as Blackberry, but there’s plenty of evidence that purchases of iPhones run the socioeconomic gamut.
In a relatively short period of time, the iPhone has become the second most popular smartphone in the world. Second only to Nokia. And Nokia’s share of the smartphone market has fallen precipitously since the advent of the iPhone.
iPhone adoption since June rose 48 percent among those earning between $25,000 and $50,000 per year, and by 46 percent among those earning between $25,000 and $75,000. These growth rates are three times greater than that of those earning more than $100,000 per year.
The number of people earning between $25,000 and $50,000 accessing news and information via mobile browsers grew by five percent since June, while the market overall grew by three percent. There has also been seven percent growth in mobile e-mail usage and five percent growth in mobile music consumption among that income.
Comscore goes on to say that a reason why this is happening is that “one actually realizes cost savings when the device is used in lieu of multiple digital devices and services, transforming the iPhone from a luxury item to a practical communication and entertainment tool."
And the old multi-functionality of these devices comes into play, too. "Even in a slow economy, consumers are increasingly interested in carrying a single ‘Swiss army knife’ type of a device that includes a still/video camera, iPod music and video player, Web browser and, of course, a cell phone.”
The implications here are clear – radio not only needs to be a part of this phenomenon, it must become integrated into these devices. This is the main reason we recently came up with our own custom application to put your station directly on a consumers’ iPhone or Touch.
Smartphones – especially hot ones like the iPhone – are both the present and the future. And, as part of that knife, your station can and should be part of this process, especially when you consider that the biggest area of growth for the iPhone is middle class people earning between $25,000 and $50,000 – the kinds of folks that make up the backbone of a Rock audience.