Thursday, June 20, 2013

Demographic breakdown of smartphone users

Mobile users in the United States are continuing to grow with the segment of smartphone users growing exponentially. A new study put on by Pew Internet & American Life Project, discusses the current demographic breakdown among smartphone users.

eMarketer reports that there is a very close race between smartphone users who own Androids and those who use iPhones. Meaning 28% of smartphone users have Android operating systems and 25% have iPhone. Results were released in May 2013.

About 31% of Android users are male and 26% are female. For iPhones, females have a slight edge with 26% and males at 24%.

A more significant difference from the two types of smartphone operating systems came from the age breakdowns. Of people in the 18-24 age group, about 43% have Androids while 31% have iPhones. Androids have higher user percentages up until the 45-54 age group (27% Android and 25% iPhones), in the older age brackets, iPhones take the lead.

When looking at annual household incomes, those making more than $75,000 a year tend to have an iPhone at 40% vs. an Android at 31%.

iPhones also have higher ownership among individuals with a college degree or higher at 38%. Android users, who have a college degree or higher, pull a 29%.

What does this tell advertisers? Android phones tend to be in the hands of the younger, middle class and educated user. iPhones trend towards upper class, educated, with a slight skew to older users.

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