Another study reaffirmed the age factor, indicating 50% of iPhone
consumers are under the age of 30, technologically
sophisticated, and usually members of the professional,
scientific, arts/entertainment orinformation industries. In
addition 75% are reported to be previous Apple customers
[21]. These demographics can be considered similar to the
profile of the typical iPod/iTunes consumer, with which
Apple has extensive experience and success. Apple took the
lessons learned from the iPod/iTunes demographic and
successfully applied them to the iPhone. More recently, to
be successful, Apple and AT&T have learned to target
‘mainstream America’ [22] by reducing price of the iPhone
and promoting applications that have appeal to a wide
variety of demographics. The majority (61%) of iPhone use
is for personal, not business use, while another 24% use the
phone for some business, but pay the bill themselves [23],
leaving only 15% for truly business use. Again, iPhone has
succeeded by focusing on personal use, while
technologically ensuring iPhone is appealing to both
personal (through gaming and entertainment applications)
and business users (through its iPhone in the Enterprise and
Microsoft Exchange capabilities).