January 22, 2022

New Data From Nielsen: Millennials Are Top Smartphone Users

From Nielsen:

In third-quarter 2016, 12% of smartphone owners said they had recently acquired their handset (within the last three months). Among recent phone acquirers in general, 93% chose to purchase a smartphone, compared with 90% in the third quarter of 2015. Overall smartphone penetration continues to rise rapidly, growing about eight percentage points year-over-year from 80% in third-quarter 2015 to 88% in third-quarter 2016.

When looking at smartphone owners by age, penetration is highest among Millennials aged 18-24, 98% of whom own smartphones. Millennials aged 25-34 are right on their heels, with a 97% ownership rate, followed by Gen Xers aged 35-44 years at 96%, making smartphones nearly ubiquitous among these generational segments.

Source: Nielsen (Nov. 15, 2016)

Source: Nielsen (Nov. 15, 2016)


While multicultural consumers have the highest smartphone ownership, Asian-Americans take the lead (95%). African-Americans had the second-highest smartphone penetration at 93%, followed by Hispanics with a 90% penetration rate.

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About Gary Price

Gary Price (gprice@mediasourceinc.com) is a librarian, writer, consultant, and frequent conference speaker based in the Washington D.C. metro area. Before launching INFOdocket, Price and Shirl Kennedy were the founders and senior editors at ResourceShelf and DocuTicker for 10 years. From 2006-2009 he was Director of Online Information Services at Ask.com, and is currently a contributing editor at Search Engine Land.