Nielsen has released new smartphone data this morning reflecting overall US smartphone penetration. The number is 43 percent, unchanged from October but up several points from several months ago. (comSore’s official smartphone penetration number is 36 percent.).
Nielsen says that 43 percent of US smartphone owners have an Android handsets compared to 28 percent who own iPhones. These numbers are almost identical to comScore’s. We’ll see if holiday sales of the iPhone 4S change that in any way.
What’s most interesting about the data from Nielsen is the age-based segmentation they do. For those under 44 years old, smartphone penetration has now crossed the 50 percent threshold (54 percent). In fact for those in the 25-34 age category it stands at 62 percent.
If your target audience or prospect base is anyone under 45, know that more than half now own smartphones. Also understand that for some number of them — especially younger users — smartphones and tablets will be primary internet devices.