Marketing specialist TNS Compete launched a new service designed to examine the smartphone industry and its trends.

In its inaugural report, the firm examined Apple Inc.’s iPhone. TNS Compete plans to update the smartphone survey quarterly.

“The iPhone has raised the bar for mobile interactivity, and this has sparked tremendous creativity by other manufacturers, carriers and advertisers on the mobile platform,” said Ryan Burke, managing director of telecommunications and media at TNS Compete. “Our inaugural results show that there is a real opportunity for the industry to reach and engage consumers as they use their phones.

“Not only are iPhone users downloading more applications and doing more on their phones, but owners of these devices are also more receptive to advertisements; something that marketers, carriers and OEMs should consider when devising their strategies,” said Burke.

The survey found iPhone users are twice as likely as other smartphone users to accept advertising within applications. About one-third of iPhone users use maps and GPS at least ten times per month, compared with 13% of smartphone users. Twice the number of iPhone users use their phone for at least one financial transaction per month. And nearly all iPhone users have added an application to their phone vs. only two-thirds of all smartphone users.

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