The most popular content consumed by iPhone users and all smartphone users in the United Kingdom is access to news via mobile browser (79.7 percent and 48 percent, respectively) in January 2009, according to comScore. By comparison, 55.6 percent of iPhone users and 22.1 percent of all smartphone users accessed news and information by downloaded applications, detailed in World Digital Media Trends 2010, released by the Shaping the Future of the Newspaper project and the World Association of Newspapers and News Publishers.
E-mail was accessed by 75.4 percent of iPhone users and by 35.4 percent of all smartphone users, while listening to mobile music was consumed by 65.6 percent of iPhone users and 40.5 percent of all smartphone users during the same period. By comparison, a fraction of all mobile phone users did any of these activities.
For World Digital Media Trends 2010, the SFN project has partnered with 66 research companies - including PricewaterhouseCoopers, the Pew Research Center, Magna Global, comScore, ZenithOptimedia, eMarketer, and more - to piece together the vast landscape of the world's media and advertising markets, as well as emerging trends across platforms.