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Mojiva Publishes Special 5-Year Anniversary of iPhone Report

Mojiva Publishes Special 5-Year Anniversary of iPhone Report
Report Reveals Nearly 70 Percent of U.S. and U.K. Respondents Will Purchase the New iPhone 5

NEW YORK – September 20, 2012 — Mojiva (http://www.mojiva.com), the leading mobile ad network that reaches more than 1.1 billion devices globally and represents 8,000 mobile publishers and apps, announced the publication today of a special iPhone report to commemorate the five-year anniversary of the iPhone, and provide insight into the iPhone audience in the United States and the United Kingdom. Mojiva conducted the study to determine if and how iPhone owners intend to upgrade to the new iPhone 5, and to examine their attitudes towards mobile advertising on the iPhone.

“The launch of the iPhone 5 brings a new wave of early tech adopters which will most likely be comprised of 25 to 34 years olds with high disposable incomes, and the iPhone 5 is said to have improved, ultrafast wireless connectivity, a larger more vibrant display, and browser and graphics performance twice the speed of its predecessor,” said Amy Vale, VP, Global Research and Strategic Communications of Mojiva, Inc. “This match represents an excellent opportunity for marketers to deliver a richer brand experience and faster load times for content, including video and rich media advertising executions.”

The Mojiva report revealed that an overwhelming number of current iPhone owners would remain loyal to the brand the next time they purchase a new phone. 82 percent of U.S. respondents plan to purchase an iPhone when they next upgrade to a new mobile phone, compared to 68 percent of U.K. respondents. Conversely, 16 percent of U.S. respondents and 31 percent of U.K. respondents stated they planned to upgrade to an Android, BlackBerry or other device. The major findings include:

  • Slightly more than two out of five U.S. respondents (42 percent) have owned their current iPhone for less than six months, compared to over half of U.K. respondents (52 percent).
  • Over half of U.S. respondents (57 percent) and 48 percent of U.K. respondents have owned their iPhone for six months or longer.
  • 70 percent of U.S. respondents who currently own an iPhone plan to purchase the iPhone 5, while 89 percent intend to purchase if reviews of the iPhone 5 are positive. Comparatively, 69 percent of U.K. respondents who currently own an iPhone plan to purchase the iPhone 5, while 89 percent intend to purchase if reviews are positive.
  • More than two out of five U.S. and U.K. respondents (43 percent and 41 percent, respectively) currently own an iPad. Nearly two-thirds of U.S. respondents (61 percent) will own or intend to purchase a new iPad within the next six months, compared to 66 percent of U.K. respondents.

When asked what one thing they would like to see more of from the ads on their iPhone, nearly half of all U.S. and U.K. respondents (47 percent and 46 percent, respectively) stated they would like to see more mobile ads that include discounts and special promotion offers.
More than two-thirds of both U.S. and U.K. respondents (68 percent and 71 percent, respectively) stated that they would be more likely to interact with ads on their iPhone that are based on their previous browsing history.

The Mojiva iPhone survey was fielded in the U.S. and U.K. between September 6 – 12, 2012 and garnered a combined total of 1,947 respondents.  Download and read the full Mojiva Five-Year Anniversary of the iPhone Report here.

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About Mojiva
Mojiva is the mobile ad network that reaches more than 1.1 billion devices globally and represents 8,000 mobile publishers and apps. Through deep and open integration with all major rich media providers and ad servers, Mojiva provides ad agencies with every imaginable mobile media execution across mobile web sites, apps and devices.

Founded in May 2008 and based in New York City, Mojiva is an independent mobile ad network operating under parent company Mojiva Inc., a privately held company backed by Pelion Venture Partners, Bertelsmann Digital Media Investments and Shamroc Capital. Follow Mojiva on Twitter, like us on Facebook or learn more at http://www.mojiva.com.

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Media Contacts
Mindy M. Hull
Mercury Global Partners for Mojiva, Inc.
Tel. +1 415 889 9977 (USA)
Tel. +31 62 504 7680 (Europe)
mindy@mercuryglobalpartners.com
Twitter: @mmhull and @MercuryGlobal

Colleen Wickwire
Mercury Global Partners for Mojiva, Inc.
Tel. +1 858 336 1078
colleen@mercuryglobalpartners.com
Twitter: @cwick