Fueled by the expansion of smartphones and the availability of unlimited data packages, the global mobile internet market grew 74 percent between Feb 07 and Feb 09 according to Nielsen. The most talked about handset, , had a U.S. audience of 5.1 million unique users in January 2009. Though this still represents just a fraction of the mobile universe, the device has had an undeniable halo effect on mobile media adoption.
According to Nielsen Online Global Landscape report, iPhone users are unique in their use—a hint at the mobile media behaviors of users of next-gen phones to come. iPhone users, for instance, are more than four times as likely as a typical subscriber to use mobile Internet, six times as likely to use mobile applications and six times as likely to consume mobile video.
This summer, new phones like the Palm Pre, updates to Blackberry offerings, and phones using Google Android OS aim to challenge the iPhone's "cool" factor with touchscreens, mobile apps and other features. But right now, iPhone still has the stranglehold on buzz…including the rumor of a price drop in June.