et
Chapter 1: The Global Mobile Market Mobile Technology in Travel - The Introduction
The most evident trend identified when examining the age breakdown over the examined
countries is that smartphone users are relatively heavily weighted to the younger age
groups. The opposite is true of regular users where most countries show the 55+
al Mobile Mark
demographic holding over 25% of the mobile subscriptions. The one exception to this
is Germany where the 55+ demographic only makes up 15.6% of total mobile users. It
Glob
is clear that across all countries the 25 – 34 and the 35 – 44 age groups make up the
majority of smartphone users.
1.6.3 Mobile users… what income bracket are they?
A Higher Proportion of US Smartphone Users Earn Top Dollar While European Trends
are Similar to Non Smartphone Users
Intuition would suggest that smartphones – with a potentially higher initial outlay and
monthly charges for data plans – would be proportionally over-represented in higher
income brackets. Whether this is in fact true depends on which market one examines.
The US market
Figure 1.22: Proportion of US Users by income group for Total Mobile and
Smartphones (3 month average ending November 2008)
Total Smart
39.8%
40%
35%
30%
25.2%
25%
21.5% 21.6%
20%
18.5%
16.9%
17.8%
15.7%
14.9%
15%
10% 8.2%
5%
0%
<$25k $25k to $50k to $75k to $100k+
<$50k <$75k <$100k
Source: M:Metrics
US smartphone users are weighted towards the $100k+ income bracket with 39.8% of
smartphone users falling into this segment. In perspective, only 21.6% of total mobile
users are in this category. This weighting towards the upper end of the income bracket
is further reinforced by the fact that the smallest contribution to the total smartphone
market is made by the <$25k segment.
28 29
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