Its 'Q3 2008 U.S. iPhone Executive Overview' reveals 70 per cent of iPhone users listen to audio tracks, 66 per cent download software and applications, and 35 per cent screen video content. Looked at another way, two out of 100 iPhone owners only make calls and send texts.

Nielsen also found 43 per cent of iPhone users have bills of over $100, compared to 20 per cent of the total mobile subscriber population. Among consumers who purchased a new handset between January and September, 11 per cent considered an iPhone, and 21 per cent of them bought one. As of the third quarter, 89 per cent of owners were highly satisfied with their purchase, compared to an industry average of 71 per cent.

The US base of iPhone users now stands at 3.6 million. Adults ages 35 to 54 make up the majority of iPhone users at 34 per cent, and 44 per cent of iPhone subscribers report a household income in excess of $100,000, compared to 22 per cent of the overall population.