updated 12:40 pm EST, Thu December 15, 2011
Nielsen Q3 look back shows age splits
Nielsen in a look back at late summer not only broke down market share for the period but revealed that Android had a consistent appeal across ages. Android was up to 44.2 percent of US smartphones between August and October but also had a more even balance than the primarily younger audiences of before. About 47 percent of those both in the 18-24 and 25-34 groups with smartphones had Android, while even the 65-plus group still saw 39 percent pick Google.
Apple still wasn't losing share, Nielsen said. It was now up to 28.6 percent overall, and its share was generally higher across age ranges, going to 26 percent among the 45-54 group and peaking at 32 percent for those over 65. More often, it was 29 percent.
As for much of the year, it was other platforms that Android was taking down. RIM was down to 17 percent, and its heavy emphasis on veteran workers meant that the largest amount of support in a given age group, 24 percent, were those aged 45 to 55 and most likely to have the senior-level positions that gave them a BlackBerry. Windows Phone and Windows Mobile were consistently low across all age groups and had 1.3 and 5.3 points each.
The study had its own looks into web and app habits. Despite Google's focus on the web, iPhone owners were much more likely to have visited Facebook, Amazon, and even YouTube on the web. Accordingly, Android users were now more likely to download apps, with nearly 49 percent having taken at least one in the past month to 34 percent of iPhone owners.
iPhone users got their recommendations for apps from a much wider variety of sources, however. The more mainstream nature of the platform led owners to find apps through places besides the store itself, such as ads in magazines, TV, or other apps.