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Smartphone Penetration Higher Among Younger, Wealthier Groups

by MarketingCharts staff
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Looking at age groups, the study reveals that 8 in 10 adults aged 18-24 (79%) and 25-34 (81%) now own a smartphone. That figure drops to 69% among 35-44-year-olds, and continues to decrease among older brackets, all the way down to 18% of those aged 65 and older.

Smartphone penetration is markedly higher among respondents with larger household income (HHI) levels. In the 18-29 age group, 77% of those with an annual HHI of less than $30,000 own a smartphone, and that rises to 90% among those with an annual HHI of $75,000 or more.

In older age groups, the gaps in penetration between lower and higher income groups are even more dramatic:

  • 30-49 (47% for the lower-income group versus 87% for the higher-income group);
  • 50-64 (22%, up to 72%); and
  • 65+ (8%, up to 43%).

In other results, penetration is higher among urban and suburban (59%) adults than rural adults (40%), and adult males are 11% more likely than adult females to own a smartphone (59% vs. 53%). Finally, penetration is highest among Blacks (64%), followed by Hispanics (60%) and whites (53%).

About the Data: The results in the report are based on data from telephone interviews conducted by Princeton Survey Research Associates International from April 17 to May 19, 2013, among a sample of 2,252 adults, age 18 and older. Telephone interviews were conducted in English and Spanish by landline (1,125) and cell phone (1,127, including 571 without a landline phone). For results based on the total sample, one can say with 95% confidence that the error attributable to sampling is plus or minus 2.3 percentage points. For results based on Internet users (n=1,895), the margin of sampling error is plus or minus 2.5 percentage points.