Who Are Smart Phone Owners

While yesterday’s post talked about the jump in smart phone ownership, today’s post will center on the demographics of smart phone owners.  The research from the Pew Center For Internet and American Life has shown some very interesting data about smart phone owners and some surprising information.

•   49% of men and 44% of women now own a smart phone – female ownership has grown over 42% in the past year.  Male ownership has grown by over 25% since May 2011

•   While over two-thirds of 18-24 year olds and over 70% of 25-34 year olds own a smart phone, the number of 45-54 year old smart phone owners increased by nearly 60% and ownership among 55-64 year olds rose over 40%

•   Nearly half of African-American and Hispanics now own a smart phone. 45% of Caucasian adults are smart phone owners

•   The effect of cheaper smart phone technology is evident by a big increase in lower income ownership.  Since May 2011, smart phone ownership by adults with household incomes under $30,000 jumped 55%

•   Over half of those who attended college and 60% of those who graduated from college now own a smart phone

•   Smart phone ownership by adults living in rural areas increased by over 60%


What Does This Mean To You?

The increase in smart phone ownership not only makes you mobile strategy more important, it gives you more targeting options to grow your bottom line.  No longer can you only reach the affluent with mobile marketing – you can deliver your message across a broad spectrum of potential customers.  One of the drivers behind the mobile web overtaking the standard web is the price drop of smart phone technology.  Lower income adults may not be able to afford a new computer, but they can probably afford a smart phone.  This gives them cheaper web access.  There are many ways to deliver your message via mobile means.  From mobile site advertising to permission based SMS campaigns to QR codes and in-app positioning, mobile puts you message in the palms of consumers hand no matter where they are. Now with more people using it, you can make your message more effective through targeting.  For more information on how to create results through mobile, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor

Source: The Pew Internet and American Life Project


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