September 11, 2012
Teenagers Make Up Fastest Growing Demographic In Smartphone Market
Lawrence LeBlond for redOrbit.com - Your Universe Online
If you take a stroll down the street in most any city in the US, it is no surprise that you will encounter most teenagers either talking, texting or surfing the net on their smartphones. And a new study by Nielsen finally shows what most people have known for quite some time: Teens love their smartphones.According to the study, young adults between the ages of 25 and 34 make up 74 percent of the smartphone market. Yet, through interviews of some 20,000 mobile users in July, the group found that teenagers between 13 and 17 are becoming smartphone owners at a much quicker rate than young adults.
Based on Nielsen´s data, 58 percent of teenagers are now smartphone netizens. This is a jump from 36 percent a year ago. Ownership is still most prevalent in the 25 to 34 age group, jumping to 74 percent ownership from 59 percent one year ago. For total numbers, the group found that 55.5 percent of all mobile subscribers in the US own a smartphone, and increase of 14.5 percent from a year earlier.
With teens clearly becoming the fastest-growing smartphone ownership group, it is likely we will see mobile makers taking on a more enthusiastic interest in mobile marketing campaigns designed to win over the younger generation.
Also showing that the smartphone audience is getting younger and younger, an April study by the Massachusetts Aggression Reduction Center found that 20 percent of third-graders owned a cell phone and 90 percent of those were online. It also found that 83 percent of middle school children had some kind of mobile device.
The data shows that over the past year Android is the leading smartphone operating system, with nearly 52 percent of all US-based smartphone owners using an Android-powered device. And in the last three months, Android devices were up to 58.6 percent ownership. Interestingly, Apple´s iPhone only drew in a crowd of 33 percent. However, the figures could be skewed by the fact that many iPhone customers are waiting for the iPhone 5 to be released.
The iPhone 5 is expected to be unveiled at tomorrow´s media event hosted by Apple CEO Tim Cook.
In a similar study to Nielsen℠s report, Pew Research Center´s Internet & American Life Project released its recent findings on smartphone ownership based on a survey of 3,014 adults. It found that 45 percent of American adults now own a smartphone.
Pew also found that 34 percent of adults use a feature phone; 5 percent said they do not know if their phone is a smartphone or not; and 15 percent said they do not own a cell phone of any kind at all.