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BizReport : Mobile Marketing : August 01, 2012

More than three-quarters of young Americans use smartphones

Over three-quarters of Americans age 43 and under now use a smartphone, according to new figures released by Frank N. Magid Associates, as do nearly six out of 10 U.S. consumers.

by Helen Leggatt

smartphone-sq-180x180.jpgThe figures keep rolling in and they continue to illustrate Americans' love of new mobile technology.

According to Magid's 2012 mobile study, smartphones are now used by 58% of American consumers age 12-64. Among younger age groups that figure rises to a significant 76% (age under 44).

Marketers need to take note and optimize campaigns according to consumers' increasing obsession with mobile technology. There's no escaping the fact that mobile will dominate content consumption in the future.

"There's no such thing as distinct mobile content anymore," said Tom Godfrey, Magid's Executive Director of Mobile Strategy. "What publishers and advertisers have to realize is that most content going forward will be consumed on a mobile device and that it must be accessible and optimized for that platform."

Growth is set to continue and, by mid 2013, the number of consumers with smartphones will increase 53% from 99 million to 151 million. Magid forecasts that Android users will continue to outstrip iPhone users - 48% vs. 32%.

Tablet audiences will also increase significantly doubling from 51 million this year to 106 million in 2013. Again, Android is making headway into the iPad's share of the market cutting it from 72% in 2011 to today's 50%.

New figures released this week by comScore show that half of feature phone users in the U.S. who purchased a new device during April this year upgraded to a smartphone, an increase of 9.5 percentage points on 2011.

Tags: consumer insights, marketing campaign, mobile market, mobile marketing, mobile optimization, smartphone trends, tablet trends, U.S.

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