Nielsen: 80% Of Americans Own Smartphones

Nielsen: Four Out Of Five Own Smartphones

If it seems like everyone around you is clutching their cellphones, you're not far wrong. According to NIELSEN's CONNECTED DEVICES report for Q3 2015, 80% -- or four out of every five people in the U.S. reported having smartphones.

According to NIELSEN MOBILE INSIGHTS, ownership is up 8%, compared to Q3 2014. Insights from NIELSEN’s PEOPLE METER PANEL showed that tablet penetration has also seen growth year-over-year. As of Q3 2015, 39% of people in the U.S. reported owning tablets, a 30% increase from Q3 2014.

Insights from NIELSEN MOBILE NETVIEW found that in OCTOBER 2015, the most popular app categories based on time spent per month are search engines, portals and social networking with 16 hours and two minutes, entertainment at 13 hours and 27 minutes and communication apps at 4 hours and 39 minutes.

Friends and family are the primary way that 38% of connected device users discover content on media sites according to NIELSEN’s Q3 CONNECTED DEVICES report. The second most-popular way that people find content is searching on their own on their device (29%), followed by browsing the app store (22%).

When it comes to viewing Internet videos on a connected device, consumers are most likely to watch TV shows that they missed on TV (49%), followed by watching videos that accompany a paid service (39%) and watching short videos (36%).

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