Despite iPhones remaining the largest source of smartphone Internet traffic in North America, our latest study finds a relatively high degree of variation of iPhone usage rates on a state-by-state basis.
To quantify this study, Chitika Insights analyzed a sample of hundreds of millions of U.S.-based iPhone ad impressions accessed via Chitika’s Cidewalk mobile ad platform. The data were drawn from a date range of December 25 through 31, 2014, thus including traffic from devices given as gifts during the most recent Christmas holiday.
As seen in the table and infographic below, iPhone usage rates aren’t particularly correlative with geography or raw population figures. However, following some correlative analysis as presented in this associated white paper, we did find that state-by-state iPhone usage rates did correlate with:
- Education level
- Population density
The relationship also held across median income, however the high correlation in median income and education level resulted in redundancy of this particular variable.
On the whole, the data set reinforces the impression that Apple’s iPhone is a significant source of smartphone Internet activity across the United States. However, the range of usage rates between different states can assist marketers when crafting regional strategies based on these broader user base characteristics.