Using an Insight Community, Latitude Insights' case study of iPhone users uncovered some interesting implications for brands.

1. iPhone, I am Insights from an online research community Dianne Gardiner

2. Fastest user growth in consumer technology history Morgan Stanley: The Mobile Internet Report December 2009

3. 25% of the smartphone market in the US 28% of mobile enabled market in Australia What’s the fascination with the iPhone? Comscore April 2010, Nielsen Australia April 2010

5. 6 week Online Research Community

7. At point of purchase it’s about what it is, not what it can do. Most new iPhone owners have no idea….

8. A Post-purchase revelation It does much more than I expected. It’s changed my life…well parts of it.

9. Yours is different to mine, because it’s about me and my life.

11. More efficient

12. More connected

13. More freedom

14. More enabledIt’s about convergence, access, usability and utility. Love iPhone

15. “I don’t use a street directory anymore, I don’t take my laptop everywhere, I’m more productive when I’m away from the office. I love the calendar and use it extensively. I use the eBay app, and the Paypal app too. I also use it as an entertainment and information unit. My kids think I’ve become a nerd, but it just provides me with so many things I need and like, all on the go, and pretty much anywhere I am. I know it sounds a bit grandiose, but the iPhone has certainly changed the way I interact with the world” – James, 54 years, Business Manager

16. desire When was the last time a brand or product had this effect on you? delight dependency

17. From initially curious to completely committed How much difference has owning an iPhone made to elements of your life or the way you do things? Yeah, some difference 34% Nope, no difference - 2% It’s made a big difference! 64%

18. By 2011, predictions are that 85% of handsets shipped globally will include some sort of browser. So these  and maybe this  Means less time using the internet, on a computer  Gartner: Ten Mobile technologies to watch in 2010-2011

19. Less time on the computer, more on mobile devices 2 in 5 iPhone users are spending less time now on the internet on a computer Internet use since acquiring iPhone

21. m.sites (if only there were more…)

23. There is a difference in information sought Bite size not the ‘full meal’

24. There are a lot of stats on apps 99.4% 100,000+ apps in store in 77 countries in 20 categories $2.86USD average price of apps in Australia of apps sold in 2009 were through the Apple App Store 3,000,000,000+ apps downloaded since Apple app store launch Estimated App store revenue $6.8b USD in 2010 Almost half of worldwide mobile internet advertising traffic comes from iPhone OS Gartner 2009, Apple, Distimo, Admob

25. But what do we know about why people choose and use apps ? Are they really used? What’s the point?

26. Latitude Insights iTalk Community: Favourite apps

27. A new door has opened to allow brands to engage with customers (and it’s not just about mobile advertising)

28. Our screens are prime ‘real estate’ for mini-experiences, whether they’re functional, informative or frivolous. It’s another way of connecting with the brand.

30. Fulfills an unmet need

31. Delivers what it promises

32. Makes a difference to people in terms of factors like:

33. Time

34. Convenience

35. Ease

36. Enjoyment

37. Knowledge

39. “I was disappointed with Coles (app) in particular because it looked promising at first. But there are so many products not in it that it makes the whole thing useless. Now it being a lame app hasn’t stopped me shopping at Coles. Having said that if Safeway was to come out with a really good app it might make me switch. A long time ago I dumped Yellow Pages and decided that if they don’t have a website than I don’t want to do business with them anyway. I haven’t quite got to that stage with mobile but I doubt it is too far off. ” – Kate, 23 years, IT support

41. Not fully functional or are ‘buggy’

42. Too slow or complicated

43. Don’t offer any advantage to obtaining the information or experience from another channelBad apps get trashed

44. Not all branded apps can embed themselves in our smartphones for the long-term. Sometimes, being around for a good time not a long time, can be just as effective in delivering a brand experience. Part of my life Look at me! Handy helper

46. Used frequently

50. Apps are not about generating revenue. Brands can’t charge for apps - especially if it’s a channel for customer engagement. Small change really… Pinch media estimates the ‘average’ paid app generates ~$12,000USD from downloads.

51. $3.50 $2.29 10 minutes Multiple use app Apps are cheaper, last longer, but harder to spend money on…

52. Free Apps dominate their phones How many free apps do you have? Two in five have more than 20 free Apps Latitude Insights iTalk Community: : How many of free Apps do you have?

53. Paid for Apps are far fewer Almost one in two have <5 paid apps Latitude Insights iTalk Community: How many of free and paid for Apps do you have?

54. If they’re doing it why can’t you? ? ? ? ? ? ? ? ? ? ? ? ? ? ?

56. Browsing the store

57. Key word searches

58. Word of mouth

62. More self-contained

63. Direct delivery of content

65. Good for infrequent visits

68. Simple

69. Intuitive

70. Relevant It doesn’t have to be everything, just the bits that are important when people are mobile.

71. Let’s let Rachael from our community have the last say… “I no longer wait to get on my computer to ‘Google it’. I have instant answers to all my questions! And apps…ahh, all those apps. I was astounded by the multitude of really useful (and not so useful) things I could do with my iPhone. I love the ‘honeymoon’ period when you try out all the functions and play around and have fun with your new toy…well let me tell you, my iPhone and I are still honeymooning nearly a year after we met ;)…still in love…”

72. Thank youDianne Gardiner, Managing Directore dianne@latitudeinsights.com.aup 03 9571 1199t @DiGardinerwwww.latitutdeinsights.com.au & www.parallelinsights.com