Thursday, December 8th, 2011
Over 2 million Australians now use Apple iPhone: 53% are females and 47% are males, and 24% are under 25, but 17% are over 50.

If you’ve ever wondered about Apple iPhone users – who they are, what they think, what they eat and whether they do anything other than engage with their iPhone, the latest Roy Morgan profile has all the answers.

Apple iPhone Users by Gender & Age

Source: Roy Morgan Research October 2010 – September 2011, Apple iPhone Users  n = 1,701.

For those who thought iPhone users did nothing but engage with their phones, or engage with the rest of the world through their phones, this latest research shows a very different picture.

iPhone users are more likely than the average Australian to go to the cinema, watch Pay TV and listen to the radio. They are relatively heavy magazine readers, especially women’s fashion, lifestyle magazines, and business, financial and airline magazines and men’s lifestyle magazine.

Some niche magazine titles like the The Week, Men’s Style and Shop Till You Drop stand out with iPhone users being 2-3 times more likely than the average Australian to read them.

Although iPhone users are not especially heavy TV viewers, they do watch news particularly ABC News and Sunrise and one in five watch Big Bang Theory, the show that has topped the list of programs Australians especially choose to watch for the last two Roy Morgan releases.

Some niche programs like Dinner Date, Hamish & Andy’s Gap Year, Keeping Up with the Kardashians, Gruen Transfer stand out with iPhone users being up to twice as likely than the average Australian to watch them.

Michele Levine, CEO, Roy Morgan Research, says:

“We all have ‘stereotyped’ views about groups of people in our society.  The Roy Morgan data allows us to test these ‘stereotypes’ – sometimes there’s some truth – sometimes the ‘stereotypes’ are just plain wrong, but there are always some surprises and insights.  For instance, iPhone users are more likely than the average Australian to engage in both overseas and domestic holidays, to borrow either on credit cards or bank loans to gamble and buy new cars and shop.”

A detailed Roy Morgan Profile of Apple iPhone users provides a broad understanding of Apple iPhone users in terms of demographics, attitudes, activities and media usage in Australia.

Want more information on specific media consumption habits of Apple iPhone users? Request a Media Report of this target audience for detailed information on their media usage. Key insights include Top 10 brands across Magazines, TV and Websites, Top 3 Newspapers by State, and Top 5 Radio Stations by City. For more information please contact the Roy Morgan Online Store:
[email protected]

Contact Profile

Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332


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