NPD: US Smartphone Penetration Reaches 60%
Smartphone penetration and data plan usage rose to new heights in the US over the past year of 2013.
While Apple and Samsung have come to dominate the US market for smartphones, adoption of streaming music services was a key driver of growth in data plan usage, according to new market research from The NPD Group. Smartphone penetration rose from 52% in 4Q 2012 to 60% in 4Q 2013, according to NPD’s Connected Home Report. Apple iPhone ownership rose from 35% to 42% over the period, while Samsung Android smartphone ownership rose from 22% to 26%. Fewer survey respondents reported owning smartphones from HTC, Motorola or BlackBerry in 4Q in 2013. At the same time, consumers’ data usage rose from 5.5 GB to 6.6 GB per month. Among the variety of mobile broadband services contributing to growth, NPD Group analysts singled out growing adoption of streaming music services as a key driver.