One of the critical trends to marketers in mobile usage is the increase in web enabled phones, and what their users are doing with them. With the advent of mobile data transfer phones have become extensions of personal computing. A recent eMarketer.com article details the usage purpose of mobile internet on iPhones, Smart phones, and standard web enabled mobile telephones.
Of particular interest is the utilization rates that are significantly higher across the board for iPhone users. The curious question for me is, "Is it the phone, or the people?" Is there such a fundamental difference in the personalities of the individuals who buy iPhones than the rest of the smart phone audience, or is the technology just that much simpler to use that it entices people to use the net more often and for more things.
Either answer brings a lesson for awareness and marketing campaigns. If it is the people then there is a clear target audience built right into the product. Find ways to capture the high tech high propensity users and go forward with developing campaigns for them and only them via their favorite communication device - their iPhone. If the answer is it is the technology the obvious course is to identify upcoming direct competitors and link your self to those potential markets and for get about the demographic. If I had to wager a bet I'd say it is the people not the technology but only time and telephone company records will let us know for sure.