Copyright © 2010 The Nielsen Company.
What kind of phones do young people use?
Smartphone v. Feature Phone
Out of all the countries examined, Italyleads in smartphone penetration with47 percent of young people ages 15-24owning a smartphone, compared to 31percent of adults over 25. Smartphonepenetration among European youthaverages 28 percent in the countriessurveyed, while penetration among olderadults in Europe is 27 percent.As of Q2 2010, 28 percent of US mobilesubscribers had smartphones. Youth inthe United States exceed the populationaverage smartphone penetration by 5percent.All countries tend to skew male insmartphone adoption with one notableexception—the US, where 55 percent of smartphone users age 15-24 are female. Inthe overall US smartphone population, 55percent were male.
Italy has the highest smartphone penetration among youth 15-24;smartphone users skew male everywhere but US
Source: H1 2010
From texting to video to social networking, mobile phones are taking an ever-expanding role in ourdaily lives. And young people around the world are more immersed in mobile technology than anyprevious generation.The Nielsen Company analyzes and tracks mobile usage in North America, Africa, Asia, Europe, LatinAmerica, and the Middle East. In this report, we’ll highlight mobile youth data from Brazil, Russia,India, China, Vietnam, Germany, US, UK, Spain and Italy.Usage patterns vary greatly among youth throughout the world, demonstrating how culture,economy and age can all play a large part in mobile behavior. These factors affect device selection,payment and usage.Understanding whether behaviors are a function of age or other environmental factors can helpmarketers communicate more effectively with this key demographic through mobile servicesand devices.