Friday, February 24, 2012

Nielsen Survey Shows Age and Income Effect Smartphone Ownership

A Nielsen survey of more than 20,000 mobile consumers was recently released. It revealed that “whether or not you have a smartphone is closely related to both how old you are and how much money you make.”

It seems as though if you fall between the ages of 24 and 34 and make more than $100,000 a year, it is incredibly likely that you own a smartphone.

Of the 20,000 consumers that were surveyed, 48 percent said that they owned a smartphone. After conducting the survey, Nielsen then worked to break down that percentage into age groups. Despite the income bracket that 24 to 34-year-olds tend to fall in, 66 percent that were surveyed said that they owned a smartphone. Also, 80 percent of those polled between the ages of 18 and 34, who had purchased a new phone within the past three months, chose to buy a smartphone.

However, as stated previously, age was not the only factor as to whether or not individuals seem to have a smartphone. According to Nielsen, income also seems to be a factor.

"When age and income are both taken into account, older subscribers with higher incomes are more likely to have a smartphone," Nielsen said. "For example, those 55 to 64 making over $100K a year are almost as likely to have a smartphone as those in the 35 to 44 age bracket making $35 to $75K per year."

However, the survey did reveal something a little surprising. Nielsen found that even when individuals in the 18 to 24 year old bracket were making less than $15,000 a year, it did not seem to keep the majority of them from owning a smartphone. Of the individuals polled that met these qualifications, 56 percent of them owned smartphones. However, PCMag mentioned, “In many cases…low-income Americans turn to smartphones for Internet access because it's cheaper than paying for broadband and a computer.”

The results from Nielsen’s survey were very interesting. Some of the results were expected, but some were quite surprising. I think that it will give the smartphone industry some insight into who they should be targeting with their advertising.

Sources: nielsenwire - Survey: New U.S. Smartphone Growth by Age and Income and PCMag - Smartphones Most Popular Among Young, Wealthy

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