et
Chapter 1: The Global Mobile Market Mobile Technology in Travel - The Introduction
1.6 Demographic overview
al Mobile Mark
1.6.1 Mobile users… male or female?
Glob
Figure 1.20: Total Mobile vs. Smartphone, Sex by Country (3 months average ending
November 2008)
Male Female
100%
90%
80%
.
2
%
% .
9
%
2
8
%
3
4
% 3
0
.
3
%
3
7
.
9
%
.
3
%
3
6
.
0
6
% 3
2
.
1
%
70%
.
3
%
3
9
.
0
%
4
9
.
7
%
5
0
.
4
4
9
5
0
.
4
%
4
6
.
8
5
1
.
5
2
60%
50%
40%
%
% 9
%
30% %
.
0
%
1
.
1
%
6
5
.
8
%
.
6
%
6
7
.
6
2
.
1
6
4 %
7
.
2
%
6
9
.
7
.
4
%
6
1
.
0
%
20% 5
0
.
3
4
9
5
0
.
7
%
4
9
.
6
5
3
4
8
4
7
.
7
%
10%
0%
Total Smart Total Smart Total Smart Total Smart Total Smart Total Smart Total Smart
EU5 Italy Spain France Germany UK US
Source: M:Metrics
The majority of smartphone users are male in all examined regions. This is quite different
to the near 50/50 split observed for total mobile phone users. Notable stand outs are
France with the highest proportion of male users at 71.7% and counter to this is the US
where a lower 61.0% of smartphone users are male.
1.6.2 Mobile users… what age are they?
Figure 1.21: Total Mobile vs. Smartphone, Age by Country (3 months average ending
November 2008)
13-17 18-24 25-34 35-44 45-54 55+
100%
9.9% 10.6%
90%
16.9% 18.8% 18.5%
16.1%
19.4%
15.6%
25.5%
24.9%
29.4%
26.0%
28.0%
29.0%
80%
17.7%
13.4%
13.8%
15.6%
16.4%
13.5%
70%
16.6%
20.3%
17.4%
15.9% 18.1%
17.3%
16.7% 16.1% 24.4%
60%
25.5%
24.0%
24.6%
22.2%
20.9%
50%
25.1% 23.8%
20.6%
20.3%
18.9% 18.7%
18.5%
20.7%
40%
27.3%
25.4%
30%
24.6%
21.9%
28.9% 23.3% 18.8%
25.5%
18.0% 21.6%
17.1% 16.4%
17.9%
17.2%
20%
11.7%
18.0%
13.6%
13.2%
12.1%
10%
11.4% 13.2%
9.1% 11.3% 10.5%
12.2%
16.5% 14.8%
13.0%
7.2%
7.5% 6.2% 8.3%
5.1%
7.7% 5.2% 7.6%
0%
5.6% 6.2% 6.5% 5.8% 4.7%
6.2%
Total Smart Total Smart Total Smart Total Smart Total Smart Total Smart Total Smart
EU5 Italy Spain France Germany UK US
Source: M:Metrics
26 27
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