After a strong start with Rockers, iPhone growth has stalled

Our recent Tech Poll IV, conducted among more than 27,000 listeners to Rock stations, shows that while Apple’s iPhone was a strong out-of-the-gate success, interest in these cool devices has cooled, possibly prompting Apple to change its initial strategy.

Overall, 3% of the total sample have purchased an iPhone, a solid showing for a brand new gadget. Not surprisingly, those who describe themselves as “early adopters” are most apt to have jumped on the iPhone bandwagon. And those who already own an Apple iPod are more likely to have made an iPhone purchase, lending more credence to the power of the brand.

But there are indicators that after an initial flurry of sales, the iPhone may have lost some momentum. The survey asked those who haven’t purchased one about their likelihood to become a buyer in 2008. Less than 2% say they’re very likely to buy an iPhone this year, while 7% say they are somewhat likely to do so.

After getting that low-hanging fruit of buyers and tech enthusiasts who thought the iPhone was all the rage, Apple is going to have to prove the iPhone can become a mass-market device.

As a result, some of Apple’s recent moves – faster wireless networking, third-party applications, Exchange support and other enterprise-friendly features – are designed to make the iPhone more appealing for business applications.

And recent news that AT&T may offer subsidies for iPhones – bringing their initial cost to under $200 – underscores the need for Apple to reinvigorate the sales of these devices.

About The Jacobs Media Tech Survey IV

Jacobs Media’s Technology Web Poll IV is the largest such study of its kind, fielded in late February/early March 2008, among more than 27,000 respondents across 69 different Rock-formatted stations. It is the fourth annual poll in the series, conducted among Rock radio listeners who are predominantly members of station email clubs. Participating stations represent Mainstream/Active Rock, Classic Rock, and Alternative outlets in markets around the U.S.

This is a web poll, and cannot replicate all radio listeners or even all Rock radio listeners. As with all Internet-based research projects of this kind, the results reflect only those who chose to participate in the survey, and do not necessarily represent the views of all Rock radio listeners in the country. Still, the 69 radio stations that invited their listeners to take the survey are a broad cross-section of Rock stations, from large and small markets, as well as those that play the newest Rock music and those that play only Classic Rock.

For more information, contact:
Fred Jacobs
Paul Jacobs
248-353-9030