Survey Finds 62% Of 25-34 Mobile Users Have Smartphones
November 4, 2011 at 3:59 AM (PT)
Radio has been responding to growing smartphone use for some time -- and that turns out to be a smart move. MEDIAPOST reports, "smartphone penetration in the U.S. has not reached that psychologically significant tipping point of 50% quite yet, but among young adults, the needle passed the midway mark long ago. NIELSEN's latest quarterly report on the mobile landscape shows that 62% of U.S. cell phone owners ages 25 to 34 have a phone with an advanced operating system."
So, what systems are they using? MEDIAPOST notes, "a majority of people in the most desirable marketing demos now are running ANDROID, iOS, BLACKBERRY or WINDOWS OSes. In the college-age segment (18-24), 54% own smartphones, as do 53% of 35- to-44-year olds. This means that well over 50% of the 18-44 segment are now on smartphones and can be reached via apps or mobile Web. The drop-off in smartphone use after age 44 is sharp, however, with only 39% of the 45-54 segment on advanced devices -- almost on par with the 38% of teens (13-17)."