Mobile measurement firm M:Metrics has released their April Benchmark Survey that looks at consumer awareness and intention to purchase an iPhone.

The results showed that 56% of British and 64% of American mobile phone users were aware of the iPhone.

In the US, where the device will launch first on June 29th at 6pm, 14 percent of those who had heard about the iPhone reported they would be highly interested in buying one.

Among the UK subscribers who were aware of the iPhone, 30%, or 7 million, reported strong interest in buying one, even though a launch date in Europe has yet to be announced.

"We expected that mobile users in the UK would be more inclined to buy an expensive device, since smartphones are twice as popular in the UK as in the US. These figures are very impressive, although respondents in the UK were not presented with a launch price or any restriction of mobile phone carrier as in the US", said Paul Goode, vice president and senior analyst, from M:Metrics London office.

"It’s also interesting to note that in both geographies, 64% of those with a strong interest in buying an iPhone already own an MP3 player, compared to a market average of 30% for other music phones owners, so it will be interesting to see at what rate consumers replace their digital music player with an iPhone."