Smartphone Owners To Overtake Feature Phone Owners By The End Of 2011

New data out from Nielson and Forrester Research indicate that smartphone owners will surpass those with feature phones by the end of next year, indicating an interesting shift in what the future mobile user will be doing with their device. Mobile phone penetration today already surpasses that of computers, and by the end of 2010, …   Read More

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Smartphone Owners To Overtake Feature Phone Owners By The End Of 2011New data out from Nielson and Forrester Research indicate that smartphone owners will surpass those with feature phones by the end of next year, indicating an interesting shift in what the future mobile user will be doing with their device.

Mobile phone penetration today already surpasses that of computers, and by the end of 2010, more than 240 million U.S. consumers — or almost 78% of the population — will have a mobile phone subscription, according to a new study from Forrester Research entitled “Profiling U.S. Online Mobile Consumers.”

What’s interesting is that while smartphones were once only the “playground of businesspeople on the go,” 22% of the population now have a smartphone, which opens the door to a host of new mobile activities, the study says.  Breaking down the demographics, the study notes that mobile phone owners with web access who use the mobile Web at least monthly tend to be “younger, smartphone-owning, wealthy males who are driven by entertainment,” the study says.  69% of these consumers own a smartphone; 26% a BlackBerry and 20% an iPhone.  13% own a Samsung, 11% a Motorola and 11% an LG, the study says.

The goal of the respective studies were to open the eyes of mobile marketers to the increased possibilities of smartphones and the future of mobile media.  “If your target market does fall into the group of regular mobile web users,” the study concludes, “you should ensure that your mobile Internet experience is consistent with your regular Internet presence, ensuring a seamless experience for your consumers.”

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3 comments

  1. blog.synchronoss.com » Looking to 2011

    […] New Year, one thing is certain—Synchronoss will be activating more smartphones than ever before! According to Nielsen, the U.S. smartphone market will surpass the feature phone market around the third quarter of 2011. […]

  2. Giff Gfroerer, i2SMS

    Let's remember one careful statistic here. Smart Phone owners versus Smart Phone owners that actually utilize their browser or web applications.

    There is a big difference between the above statement. Just because someone owns a Blackberry that their corporate job gave them, and they get their email on this phone, does not mean they access the Internet via this phone on an application or via a browser to search and receive the coveted mobile advertisement.

    Many research firms incorrectly state the number of consumers accessing the mobile web simply because they do not look carefully enough at usage patterns. To qualify for a true web-user, a smartphone owner must do all three of the below:

    1) Own an IP Based Phone
    2) Pay for the Data Plan on this phone
    3) Actually open up the browser or use a web application (not just their email application)

    If your study did not include all three of the above, then it does not qualify as smart phone owners accessing the web. Just because you get email on your phone does not mean you should be included in the "mobile web users" survey statistics that most research firms put out, and therefore able to receive mobile marketing advertisements. We heard someone from Coke two months back say the smart phone web browsing public will top 50% by end of 2011. How is this possible when the above statistics are taken into consideration? How will Coke reach the likely 10% of the public that only reaches for their smart phone for email, SMS and calls?

    True figures today in the US put the web browsing/application public at 32%. This has grown in the last 12 months from 26%. Are we to believe it is now going to grow 18% over the next 16 months? This is possible, but not probable.

  3. Smartphone App Market To Be Worth $15B By 2013, Already $2.2B In First Half Of ’10 | Mobile News & Reviews

    […] primary contributing factor to the growth of mobile apps is the steady adoption of smartphones, which the firm estimates will increase from about 100 million in 2009 to nearly 1 billion by […]

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