Smartphone Population Gains Users, Young and Old

More than half of US mobile users will have a smartphone by the end of next year, and as users make the switch, their content consumption will grow to match the capabilities of their new phones. But as the audience grows, the group's demographic composition will change, and marketers will need to keep up with new touchpoints for reaching the expanding community of smartphone users.

When it comes to the adoption of mobile technology—especially smartphones—age is one of the most important factors influencing consumer behavior. The highest smartphone penetration rate in the US is among adults ages 25 to 55, whereas for general mobile phone users the age bracket skews a bit younger, ages 18 to 44, because people under age 25 are less able to afford higher-priced phones. But eMarketer expects declining prices, along with increased integration of smartphone functionality into daily life, to drive smartphone ownership among teenagers up to 50% by 2014. Adults ages 45 to 64 will see similar uptake.