This information comes from eMarketer by way of ReadWriteWeb and it conjures up some thoughts about why the following is found to be true. iPhone users recall advertising seen on their smartphones better than those of other smartphone providers like RIM’s BlackBerry. This probably is not a shock to many but for marketers it poses the question of how now address a market based on device in addition to other demographic and psychographic markers.
The data below shows the whole picture
While the data obviously shows a significant difference in whether various ads are recalled the big question is why? Are iPhone users smarter ‘smartphoners’? Are they just more able to process the data since they tend to skew a bit younger and are more accustomed to the pace of information flow (unlike myself who happily suffers from severe ad blindness)? Are they seeking the information in a different way thus making them more prepared to receive and recall the ads? There are a ton of questions that can be raised from this kind of data and obviously affect how marketers slice and dice the market place to reach this particular kind of ad sponge.
eMarketer does raise a good question though
But are iPhone users a viable demographic target? After all, Nielsen estimated that only 5.9% of US households owned or rented an iPhone in Q3 2008.
While appearing to be smaller what isn’t reflected in that number is the influence factor. iPhone users tend to be opinion leaders. I use a BlackBerry Storm and I do suffer from iPhone envy. Now, I have been known to give an opinion from time to time but as far as factors such as popularity and coolness the iPhone has all others beat pretty bad right now.
Frederic Lardinois of ReadWriteWeb wonders
With the impending release of the Palm Pre and the large number of Android phones in the handset makers’ pipeline, it will be interesting to see if these numbers will look similar on phones that are able to offer comparably compelling experiences
So Pilgrims let’s hear it. What makes the iPhone user more ad worthy? Is the reason due to the cool quotient or the ‘I spend too much time staring at screens’ quotient? As always your opinions are welcomed since we figure that more than a few influencers stop by here from time to time.