Data & Research

Smartphones most popular with American 25-34 year olds

First age group to be majority smartphone

Smartphones most popular with American 25-34 year olds
Such is the hype around the top smartphone platforms it's easy to overlook the fact that, in most major markets, smartphones still make up a smaller share than feature phones.

According to Nielsen data, that's still the case in the US, where feature phones account for 57 percent of all mobile handsets.

It's only by breaking down the figures into age ranges, however, that it becomes clear where smartphones are excelling, and where they have ground to make up.

Young market

It's amongst 25-34 years olds that smartphones enjoy the biggest penetration, with a 62 percent share of the market as of Q3 2011.

18-24 year olds and 35-44 year olds are close behind with 54 percent and 53 percent shares respectively, with those aged 65 or over sticking firmly with feature phones, smartphones making up just 18 percent of the market.

In terms of OSes, things are more stable. Android remains in charge, with a 43 percent share of the smartphone market – that's up 4 percentage points from the 39 percent share Google's platform enjoyed back in July.

Interestingly, Nielsen's quarterly numbers differ from ad network Millennial's take (based on impressions), which pegged Android's Q3 share at 56 percent.

Nielsen also believes Microsoft's hand in the battle is stronger than deemed by Millennial, with the former handing a 7 percent share to the Redmond giant to the latter's 1 percent.

[source: Nielsen]

With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.