iPhone users: Think young and rich, not different

Rubicon Consulting's survey of 460 iPhone users in the U.S. surfaced the obvious. iPhone users are are young (half under 30), tech savvy and, besides telephony, primarily use the device for e-mail, texting, and Web browsing.

In addition, about one-third of the survey's respondents said they carry a second phone, presumably for some business purpose or a second phone number. Ten percent of those surveyed have a RIM BlackBerry alongside their iPhone. iPhone users also are about 40 percent above the U.S. median in household income.

(Credit: Rubicon Consulting)

The iPhone, starting at $399, naturally appeals to an elite, hip, younger crowd with disposable income. In fact, iPhone goes together with BMW, an object of desire for those who can afford it.

(Credit: BMW)

Apple's brilliant "Think Different" ad campaign, which ran from around 1997 to 2002 around the Macintosh, was about changing the world, highlighting well-known artists, entrepreneurs, and scientists. The ads for the iPhone are just a model's hands and the object of desire, which is worthy of desire.

Apple CEO Steve Jobs has established himself as the personification of "Think Different." He and his team are changing the world of mobile computing, but they haven't reached beyond the elite. This is typical for new consumer electronics products and Apple.

So far, the secretive Jobs hasn't shown how or whether Apple intends to change the world with the iPhone and follow-on products. The One Laptop Per Child initiative should provide some inspiration.

(Credit: Apple, Dan Farber)

[purpleLightning]

*shakes head*

[lkrupp]

"iPhone users are are young (half under 30), tech savvy and, besides telephony, primarily use the device for e-mail, texting, and Web browsing."<br /><br />So that means only dumb people use Windows mobile? Just asking.

[jimmyjoe]

Larry, You seem to be slipping. You took an interesting survey that confirms what we all intuitivly knew and concluded it with unusual drivel. <br /><br />How about commenting on why 30% have a second phone? Such as the quality of the wireless network perhaps...<br /><br />Why not comment on the fact that the lack of corporate features drives users to the, currently, more business ready blackberry... in addition to thier iPhone.<br /><br />But, "think different", "change the world" and "OLTP"... do you have a concept of price points and functionality any longer? Larry, you have been a ray of reason and logic. Are you off your game?<br /><br />Sign me, <br />Surprised.

[Hep Cat]

BMW six series? Yuk. Overpriced junk.<br /><br />Just as a data point, I really don't understand the "iPhone users carry another phone" that everyone's been noting. Most Treo and Blackberry business users I know carry a personal phone too - sometimes it's an iPhone.

[tankilo]

? "In fact, iPhone goes together with BMW, an object of desire for those who can afford it." ?<br />What is your point? That poor people aren't ususally first adopters and often don't adopt a technology until the elite pay for it, the middle class popularizes it when prices fall, and then the poor are able to use when it become cheap and ubiquitous?<br /><br />Indoor plumbing, air conditioning, land line telephones, cell phones, electricity, VCR's, flat screen TV's; every technology does this.<br /><br />OLPC would not be possible today if it weren't for all those computers in the past that cost thousands of dollars.<br /><br />I'm not saying that this means Apple will transform our entire world and in 100 years every person will have some sort of device they carry that can connect them with the network and provides them value, but what is your point?<br /><br />Now that I'm on a "molly rant" here, what inspired this story? A study that said most of the people who use the a "hot" and "upcoming" "gadget" consider themselves above the curve technically and have the income to afford it? What story did you not publish to bring us this revelation?<br /><br />I've enjoyed your (Dan Farber's) contribution to the Gang podcasts, but it seems like you either got the survey and wanted to say "Na na na na na, iPhone is just for the rich" or already had that thought and just waited for something to come along like this survey to manufacture a story.

[inachu]

And yet no cool 3D games for the iphone.....HOW LAME!!!!!<br />I want cool games like age of empires and quake for the iphone yesterday!

[signaliinoise]

One Laptop Per Child? Really?<br /><br />Wanting to change the world is not the same thing as changing the world. They've accomplished nothing to date.

[dfarber]

Some good points in the comments. I was pointing out the obvious as I said. The iPhone is an early adopter, more costly item, which the surveyed revealed. It's not the free phone that comes with your Verizon acct. My point about OLPC and Think Different is that it would great if Apple were to apply its engineering know-how at developing products for lower cost targets. It's not been the habit of Steve Jobs, given he builds products he wants to use. But it would be good to see what Apple could do if it applied itself more to solving some of the bigger issues related to computing.

[dfarber]

Some good points in the comments. I was pointing out the obvious as I said. The iPhone is an early adopter, more costly item, which the surveyed revealed. It's not the free phone that comes with your Verizon acct. My point about OLPC and Think Different is that it would great if Apple were to apply its engineering know-how at developing products for lower cost targets. It's not been the habit of Steve Jobs, given he builds products he wants to use. But it would be good to see what Apple could do if it applied itself more to solving some of the bigger issues related to computing.

[tankilo]

Your twitter.com/dbfarber comment 15 hours ago: "iphone users: think young and rich, not different <a class="jive-link-external" href="http://snurl.com/239t8" target="_newWindow">http://snurl.com/239t8</a>". Apple did a fairly good job doing changing the phone business. Visual Voicemail is not offered by any service provider on any other phone (and AT&#38;T was the only company that would agree to it); and some people might be able to pull off an iPhone instead of a laptop purchase, which targets those on the lower end of income; Oddly, now I'm hooked and can't wait to read your next article.

[dfarber]

The iPhone versus a laptop is an emerging trend. I suspect for it will continue and that Apple will have some and potentially disruptive products in that area....an ultramobile version of the Macbook Air

[d_tisdal]

Larry...you're right about one thing in that most IPhone users are tech savvy. But I'm 53 and make an average salary and own a used Nissan Pathfinder. I personally think the IPhone is just a high tech tool for high tech people. If you make under $25000 a year, I guess you might wait until the price goes down like most smart people would do.