We already know the iPhone has done reasonably well in the UK, selling over a million handsets, but the latest data on how people use the device provides a few surprises.
Data plans are key
That compares well with just 20 per cent for all mobile phones and 48 per cent for other smartphones.
As iPhones come with flat-rate data plans, satisfaction will most likely be drawn by online advertisers keen to get their products in front of key demographics.
Still a small group
However, there is a caveat – as comScore points out: "It is ... important to note that while nearly all iPhone owners are consuming mobile media, the device is in the hands of only 2 per cent of mobile phone users in the UK."
As well as high web usage, iPhone owners appeared to use email a lot – 75 per cent did so, compared with just 35 per cent of owners of non-Apple smartphones.
Still, that begs the question of why on Earth those folk bothered buying smartphones at all.
It's an iPod too, you know