I'm confused by the figures. 1/3 of customers use smartphones.. how do they come to that conclusion? Anyway.. the app is only available on iphone and blackberry, yet only 3/4 of ‘mobile and coffee-cup toting customers’ has an iphone or blackberry? Unless it means 3/4 of the 1/3 of customers who reportedly use a smartphone have an iphone or blackberry.
Still don't know how they've decided which customers have which phone. They clearly haven't asked all their customers so only a sample, which will be subject to significant bias (e.g. business customers more likely to have smartphone, but busier, so haven't got time to fill out a questionnaire, so seems like fewer smartphones, or whatever).