Chris Quick, Client Services Manager, Mobile Media
We have seen that the mobile industry is on a fast-track, with massive growth in mobile marketing, advertising and paid-content for users. But what is really leading this growth is the increase in quality devices and fast, affordable data. While smartphone ownership was once just a business tool, more consumers than ever are using smartphones in their everyday lives. In the past year alone, the total number of smartphone subscribers increased 72% quarter-over-quarter, growing from 15 million subscribers in Q2 2008 to 26 million in Q2 2009. While the penetration level of smartphone users is still fairly low – nearly 17% in Q2 2009 – they make up half of the mobile Web audience.
Italy Leads in Smartphone Adoption
Despite America’s reputation as a nation of big talkers — the U.S. is not setting the pace in smartphone adoption — ranking third when ranked by penetration. Italy has the largest percentage of smartphone owners at 28%, while Spain is not far behind with 23%. France has the most room to grow, with an 11% penetration level.
Smartphone Gender Gap Continues
With the continued expansion of smartphone ownership in the U.S. and the availability of more affordable devices, the market is opening up to a wider range of consumers. However, we continue to see similar demographic profiles for smartphone owners as we did a year ago. While smartphone usage is shifting from purely business use to both personal and business use, owners are still more than two times as likely to own a smartphone for business usage only. Smartphone owners continue to be predominantly male, are 65% more likely than the average mobile subscriber to be between the ages of 25 and 34, and nearly two times as likely to make more than $100,000 a year.
What’s Next?
So while more people are buying smartphones and penetration levels are increasing, the demographics are not significantly changing yet. There is a lot of untapped potential available to marketers to reach a whole new generation of smartphone users. Is your mobile marketing strategy as smart as your phone?
[...] With Smartphone Adoption on the Rise, Opportunity for Marketers is Calling (tags: mobile stats data demographics marketing) [...]
[...] Nielsen tells us that in the past year, the number of smartphone subscribers grew from 15 million in Q2 2008 to 26 million Q2 the following year. [...]
[...] on cellular services together with her propensity to download content via her cell phone imply that mobile marketing could be an important platform for reaching her with product announcements, offers and other [...]
[...] growing from 15 million subscribers in Q2 2008 to 26 million in Q2 2009 (Source: NielsenWire, September [...]
[...] on cellular services together with her propensity to download content via her cell phone imply that mobile marketing could be an important platform for reaching her with product announcements, offers and other [...]
This is very interesting and helpful for us in researching applications for smartphones. Chart 3 – Mobile Demographic – what do the numbers on the y-axis represent? Is that the number of smart phone users in the U.S. in millions?
[...] relatively low in comparison, this category is experiencing rapid growth as well. According to the Nielsen Company, “the total number of smartphone subscribers increased 72% quarter-over-quarter, growing from 15 [...]
[...] see the future growth of Twitter side by side with the constant growth of smart phones (currently 17% in the U.S.). The Twitter updates behavior will be adopted by the mass not only [...]
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