Smartphone user profiles

Posted on: August 29th, 2012 by writers

Mobile User © by Ed Yourdon


As the mobile landscape continues to evolve every year, so too does the profile of the average smartphone user. Once thought of as “early adopters”, today’s smartphone user has a unique set of behaviors and attitudes towards mobile phones and mobile consumption. A recent report released by the Online Publishing Association (OPA), helps to paint a clearer portrait of today’s smartphone user. As expected, smartphone ownership is rising, but smartphone users on average are leaning towards and older and more affluent crowd, showing the shifting trend in smartphone user demographics.

According to the report, smartphone owners now comprise 44% of the US internet population, up from 31% in 2011. This equates to 107 million smartphone users nationwide. Of these consumers, 46% of them own an Android device, followed closely by iPhones with 35% of smartphone market share. Blackberry has 16% market share while Window Mobile Phone only has 7%. Both Android and iOS saw an increase in market size overall from last year, while every other platform saw a decrease in market size compared to last year’s data.

Smartphone users on average are trending towards an older and more affluent demographic group. Consumers ages 35-64 saw the largest increase in smartphone usage over the course of the year. Consumers with a household income above $50k also saw a large rise, increasing their overall representation in the sample data from 41% to 53%.

Smartphone ownership is expected to continue growing at a rapid pace over the course of this year. New smartphone owners are projected to grow the overall user base to 57% of the US internet population by 2013, with the majority of new users expected to be male and trending older.

You can download the full report from the Online Publishing Association website (PDF format).

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