Data: U.S. Smartphone Penetration Approaching 80%

In 2005 the U.S. smartphone penetration of the mobile phone market was a mere 2%. 10 years later in 2015, penetration has now hit 79%, and is still growing, but is finally starting to show signs of slowing down as the market nears saturation.

According to data from a recent comScore report, over the last three years about a quarter of mobile phone owners switched from standard “feature” phones to smartphones. However, like the overall mobile penetration figures, this trend appears to be slowing as well.

comScore found growth in smartphone penetration across every age demographic. Millennials make up the largest age group of smartphone users with a smartphone penetration of 94%, up from 90% one year earlier. On the other hand, the 55+ age group, appears to only have increased a single percentage point to 58% which “may indicate a slow climb to attaining those higher levels of penetration.”

Smartphones since the iPhone have had the most disruptive influence on consumer behavior since the arrival of the internet itself. And while hardware upgrades in North America are now largely about platform “switchers,” near ubiquitous smartphone ownership among key groups (e.g., Millennials) translates into mobile-first search and discovery behaviors, which have dramatic impacts on local commerce and advertising — not to mention measurement and attribution implications.

The data comes from comScore’s “U.S. Cross-Platform Future in Focus 2016.” To access the graphic above, click here.

Stay ahead of the curve and get the latest on Local straight to your inbox.

By submitting this form, you agree to receive communications from Localogy. You can unsubscribe at any time.

Leave a Reply

Related Resources

Can BNPL Survive Rising Interest Rates?

The buy now, pay later space has faced a lot of challenges in recent months, following a years-long run where it was the golden child

TikTok

TikTok’s Shoppability Efforts Bring Mixed News

As TikTok continues to feel out its product models and gain its footing among rapid growth, it’s all about experimentation. And its Shoppability efforts are no exception. We examine the latest wins and losses.

Benchmark Bytes: What are Top SMB SaaS Adoption Drivers?

Benchmark Bytes is a series that examines Localogy’s original data on SMB tech deployment. Based on its recent Small Business Trends report, each installment drills down on a data excerpt and draws out meaning for Localogy Insider readers.