iPhone Owners Gobble Up Online Media

A new study from Olswang finds that iPhone owners, compared to average consumer, are far more likely to purchase media content. For example, the study found that 37% of iPhone owners in the U.K. expressed a desire for on-demand TV on their phones, which is significantly higher than the 11% figure found among average consumers.

All in all, these results shouldn't be too surprising. Though competitors are catching up, the iPhone still stands as the vanguard of mobile technology, and it makes sense that consumers who are attracted to the iPhone would be more willing to embrace the notion of purchasing media content online. Also, the ease of use associated with the iPhone, along with its seamless integration with iTunes, has made downloading media a streamlined process that also serves to remove many of the headaches often associated with online shopping. It therefore isn't all that surprising that iPhone owners in particular are more open to purchasing digital media content.

Olswang parter Matthew Phillips noted about the study:

"The survey gives fascinating insight into iPhone users' behaviour in terms of current use, intended future use and willingness to pay for a wide variety of content across a range of platforms and devices. Having discovered the habit and simplicity of paying for apps and other services on the iPhone, it would seem that iPhone owners are also more willing to pay for content of many types than the general online population. To maximise their revenue opportunities in the digital environment, companies need to build payment solutions into consumer propositions on other platforms that are as easy to use as that on the iPhone."