The iPhone is changing behavior

I'm a market research junkie. I love the whole process, from setting the research objectives to interpreting the data. And I'm also obsessed with anything Apple. That combination makes Rubicon's recently released report titled The Apple iPhone: Successes and Challenges for the Mobile Industry on the top of my reading list. download the study

These were my takeaways:

• The introduction of the iPhone has raised expectations of what information should be accessible at your fingertips (the web, maps, contacts, email, the web).
  
  
• People aged 26 - 40 are the most likely to upgrade their traditional mobile phone to an iPhone. Motorola might see their margins decline as the iPhone picks up in popularity.
  
  
• The iPhone has the potential to decrease laptop sales which will put pressure on content providers to be more agile in providing data to multiple screen sizes.
  

My three takeaways all lead to the same place. The iPhone, like the iPod, has become a success in changing consumer behavior. Consumers are no longer happy having their music in their pockets. Now they want something more comparable to their laptops in their pockets.

One of the most surprising statistics (to me) in the study was that 1 in 4 iPhone adopters was new to Apple. I would have expected a much smaller base in the first year of introduction. Perhaps the iPhone will also serve in convincing more people to trust their computer needs to Apple delivering even more market share to the company.

Now a question for you, if you have an iPhone how has it changed your behavior?