Smartphones Surge among 18-24-Yr-Olds

August 30, 2011

nielsen-smartphone-demographics-aug-2011.JPGThe percentage of US smartphone owners in the 18-24-year-old bracket grew 60% between Q3 2010 and Q2 2011, according to August 2011 data from The Nielsen Company. Meanwhile, the percentage of tablet and e-reader owners age 45 and up increased.

In Q3 2010, 10% of smartphone owners were age 18-24. This figure increased to 16% in Q2 2011. Meanwhile, the percentage of smartphone owners age 13-17 plummeted 80%, from 10% to 2%.

In addition, growth of roughly 10% occurred in smartphone ownership rates among 35-to-44-year-olds (17% to 19%) and those 55 and up (16% to 18%). Smartphone ownership stayed flat among 25-to-34-year-olds and 45-to-54-year-olds.

Due to the significant drop in smartphone ownership share among 13-to-17-year-olds, total smartphone ownership among those younger than 34 dropped 4% between Q3 2010 (46%) and Q2 2011 (44%).

Tablet Owners Age

The opposite trend is observed among tablet owners during the same time period. The share of tablet owners age 45-54 grew 38%, from 13% to 18%. Among tablet owners 55 and up, ownership share increased 90%, from 10% to 19%.

Meanwhile, the share of tablet ownership represented by 18-to-24-year-olds fell 43%, from 23% to 13%. Fifteen percent ownership share decreases occurred among 13-to-17-year-olds (13% to 11%), and 25-to-34-year-olds (26% to 22%). Thirteen percent growth occurred among tablet owners age 25-34 (15% to 17%).

Back in Q3 2010, 62% of tablet owners were younger than 34. By Q2 2011, only 46% of tablet owners were younger than 34, a 26% decline.

E-reader Owners Also Age

E-reader owners showed similar aging patterns to tablet owners between Q3 2010 and Q2 2011. E-reader owners age 45-54 increased 40%, from 15% to 21%, while owners age 55 and up grew 25%, from 25% to 30%.

At the same time, the share of e-reader owners age 18-24 fell 33%, from 15% to 10%, while the share age 13-17 dropped 30%, from 10% to 7%. Ownership also fell 14% among those age 25-34, and very slightly among those age 35-44.

In Q3 2010, 46% of e-reader owners were younger than 34. This figure decreased 24% to 35% in Q2 2011.

Women Adopt E-readers

nielsen-women-connected-devices-aug-2011.JPGSixty-one percent of all e-reader owners are now female, representing 33% growth from 46% in Q3 2010. Less significant ownership growth has been tracked in smartphone ownership, where women grew their share about 9% from 46% in Q3 2010 to 50% in Q2 2011, and in tablet ownership, where female ownership share grew 10%, from 39% in Q3 2010 to 43% in Q2 2011.

This leaves tablets as the only one of these three major connected devices where men represent the majority of owners.

Millennial: Smartphones Generate 2 in 3 Connected Device Impressions

Smartphones generated about two in three (65%) connected device impressions on the Millennial Media network during June 2011, according to the July 2011 Millennial Media Mobile Mix. Feature phones generated 17% and other connected devices generated the remaining 18%. Smartphone share actually decreased 3% from 67% in May 2011, while feature phone and connected device shares each grew by one percentage point.


Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This