According to a recent comScore research report in the US and in EU5 (Mobile Future in Focus), smartphone adoption continues to be more popular among Generation Y than to other segments in the market. While in the U.S., smartphone users are fairly evenly split among males and females, EU5 markets have a higher incidence of male users (55.7 percent). In both the U.S. and Europe, 25-34 year olds, or what we for the most part consider Generation Y, comprise the largest proportion of the respective markets, followed by 35-44 year olds. Europe has a slightly higher profile of smartphone users age 55 and older, while the U.S. has a higher percentage of 18-24 year old users.
Smartphone share total audience
Smartphone adoption Generation Y
A finding that is also very interesting (and created a lot of newsy buzz) is that out of all mobile operating systems (iOS by Apple, Android by Google, RIM/Blackberry, Microsoft) Android is now the biggest in EU5, according tot the stats provided by comScore.
In one of the conclusions in the report, comScore discusses the trend that more and more of the smartphone users, are creating a huge shift in retail: in brick and mortar stores, they go online to compare prizes they see published in shops. With the massive adoption of smartphones amongst GenY’ers, you could say, that this is a smart(phone) generation!
If you find all this mobile stats, facts and figures meaninful and are looking for some more, we encourage you to download the full report at the home of comScore. It’s pdf, and it’s free. Eat your heart out!