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Click here to purchase detailed Roy Morgan Mobile Phone Handset Profiles

According to the latest data from the Roy Morgan Mobile Phone Monitor, when it comes to discretionary expenditure iPhone and BlackBerry users are ‘big spenders’. ‘Big Spenders’ comprise the top third of the population in terms of discretionary spending, ie money spent after purchase of basic necessities (67.4% of iPhone users and 74.6% of Blackberry users are big spenders).

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.”

To view our detailed Roy Morgan Mobile Phone Handset Users Profiles please visit the Roy Morgan Online Store.

http://www.roymorganonlinestore.com/Browse/Australia/Telecommunications/Mobile/Handsets.aspx

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

For comments or further detail, please contact:

Andrew Braun, Industry Director Mobile, Internet and Technology

Email: Andrew.Braun@roymorgan.com

Telephone: +61 (3) 9224 5116

About Roy Morgan Research

These findings are derived from Roy Morgan Research Single Source data.  Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom.

A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has more than 65 years’ experiences in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on telecommunications & financial behaviour, readership, voting intentions and consumer confidence.

Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size	Percentage Estimate
	40%-60%	25% or 75%	10% or 90%	5% or 95%
1,000	±3.0	±2.7	±1.9	±1.4
2,500	±1.9	±1.7	±1.2	±0.9
5,000	±1.4	±1.2	±0.8	±0.6
10,000	±1.0	±0.9	±0.6	±0.4
15,000	±0.8	±0.7	±0.5	±0.3

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