Why does itunes keep wanting me to set up my iphone 5?

So I got an iphone 5 today, had the iphone 4 before this. When I connect to itunes it gives me the option to set up as new or back up from my previous phone. I backed up from the previous phone and it appears to do it all correctly, however every time I plug the phone into the computer and go to itunes it keeps presenting me with only these 2 options - new set up or backed up set up, even after I have already done this. It won't let me progress into managing my phone at all.

Any reason why?

Added (1). I should add to be clear:

I should add that the screen it is constantly stuck on is the "Welcome to your new iphone" screen. Where it gives only 2 options "set up as new iphone" or "restore from this backup:"

Cause of iCloud that know one know hot to use