First: You must create your own, personal account using your Webster U email address and the code given on the database login screen.
Login >University Reporter
Build a report
2017 Spring Reporter > Electronics > Cellular/Mobile Phones/Smartphones > Handset Brands
Note: red text (or †) on a report indicates unweighted count of 50 or less which means that the statistic may not be reliable.
How to interpret an MRI report
Base Total ‘000: Total US adult base is 245.9 million: almost 118.6 million men and 127.3 million women
The following columns report the target activity: Personally own a working Apple iPhone
‘000 People who report owning a iPhone is 98.8 million (add 000 to the number): 44.7m men and 54.8m women
% Detail Among these iPhone owners, 45% are men and 55% are women
% Target Among the total population 40% own an iPhone (almost 38 % of men and 42.5% of women)
Index How people in a row compare to the total US base (average American, Index = 100)
Quiz: On the MRI report above, using the INDEX number, which age group is most likely to report that they own any iPhone? How might you use this type of information to help you understand the iPhone's target market?
Want to learn more about creating and reading MRI+ reports? Check out this YouTube video from Columbia College Chicago: MRI University Reporter Tutorial or click on the question mark in the blue circle on the right side of the MRI menu bar.