The Apple iPhone and iPhone 3G cracked the mass consumer market with their sub-$200 price-tag on the entry-level 8GB iPhone 3G. But, considering that most of the US wireless ecosystem is populated by lower-end handsets that undercut the iPhone 3G’s already attractive $200 price-point, the iPhone and iPhone 3G are still premium hardware offerings.
So, it comes as a surprise that those US households in the lower economic strata are responsible for the iPhone 3G’s market-growth in 2008.
iPhone 3G market growth by income
The latest study from comScore highlights the fact that the heaviest growth in iPhone 3G adoption comes from households earning less than the median household income. While 43% of iPhone owners make more than $100,000 annually, iPhone 3G growth was most prevalent in lower-income economic segments.
In the three month period including June, July, and August 2008, 48% of iPhone 3G adoption was attributed to those earning between $25,000 and $50,000 per year, Those households earning between $25,000 and $75,000 were responsible for 46% of iPhone growth. iPhone market penetration (which includes the iPhone and iPhone 3G) increased by 21% overall.
Now, a $200 handset paired with a pricey monthly rate plan isn’t exactly tailored to lower-income needs, but the iPhone is proving otherwise. comScore posits that the increase in adoption rates from lower-tier income households can be attributed to the iPhone being a practical convergence device that obviates the need for multiple other digital devices. According to Jen Wu, senior comScore analyst, “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.”
iPhone 3G market penetration growth vs industry
And, further highlighting the iPhone’s success in the US, the iPhone’s market growth outpaced the average for smartphones in the US. “These data indicate that lower-income mobile subscribers are increasingly turning to their mobile devices to access the Internet, e-mail and their music collections,” observed Mark Donovan, senior analyst, comScore. “Smartphones, and the iPhone in particular, are appealing to a new demographic and satisfying demand for a single device for communication and entertainment, even as consumers weather the economy by cutting back on gadgets.”
What say you, iPhone owners? Does the study agree with your particular circumstances?