Smartphone ownership in the Unites States continues its meteoric rise and young adults are the major force pushing the mega-trend according to the latest Nielsen survey.
Nielsen’s third-quarter survey of mobile phone users found that 43 percent of them have upgraded to a smartphone. For mobile users below the age of 44, the smartphone is speeding toward mass adoption.
“This is a wake-up call for potential advertisers waiting for a tipping point for mobile media or for smartphones to reach the majority,” said Don Kellogg, director of telecom research and insights at Nielsen. “We’re already there with certain segments – 62 percent of those ages 25 to 34 already have smartphones. That’s critical mass.”
The segment with the fastest-growing smartphone adoption rate after young adults is older phone owners, between the ages of 55 and 64. The penetration among those users is 30 percent, a figure that jumped 5 percentage points this quarter.
The slowest to adopt are teens, due in large part to the high cost of the devices and the expensive data plans they require.
The survey also found that Android is hanging on to its top position of mobile operating systems in the United States, with 43 percent of the market. Apple is still the top smartphone manufacturer, with 28 percent of smartphone owners owning an iPhone.
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