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Nielsen: 'vast majority' of those under 44 have smartphones

updated 08:45 am EDT, Thu November 3, 2011

Nielsen shows smartphones now dominant among young

New Nielsen data has shown that smartphone adoption among younger generations has grown in the past year to where the "vast majority" are now using smartphones. About 62 percent of those aged 25 to 34 in the US now have a smartphone, researchers found this summer; the groups just above and below, the 18-24 and 35-44 groups, have also crossed the 50 percent mark.

Adoption started to trail off significantly at 45 or older, but was still over 30 percent through to age 64. It was only at 65 and up where adoption was truly low, at 18 percent.

The study didn't break down platform choice by age. Previous looks have suggested Android buyers were younger, often under 25, while iPhone owners were more likely to be slightly older. Cheaper devices and preferences for new features over ease of use have often been attributed to the age discrepancy.

Google's age bias so far appeared to be paying off, as Nielsen saw that the whole summer quarter's results reflected Android's 43 percent market share from August. Apple was still the top individual phone maker, however, with 28 percent picking the iPhone. The demographics are likely to change with the iPhone 4S launch, which should both spike sales as well as curb Android sales at Sprint.

By Electronista Staff


  1. brainiac

    Fresh-Faced Recruit

    Joined: Sep 2003


    Is it just me

    or is their "vast majority" equal to "just over half"?

  1. Makosuke

    Junior Member

    Joined: Aug 2001



    Indeed. Words have meaning, Neilsen guys. "Vast majority" by more or less any reasonable definition means upwards of 80%, and that's if you're being generous--I'd say >90%.

    Perhaps in US politics, where getting more than 55% of the population to agree on ANYTHING borders on impossible these days, 62% is a vast majority, but by any other definition that is pretty much just a "majority."

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