What is the current UK landscape for smartphone penetration?
Around the end of 2012, the UK reached tipping point with over 50% smartphone penetration. Comscore data from January this year shows how that is distributed by age and income.
As with previous trends, the smartphones have the highest penetration in the 18-34 age group. However, the uptake amongst older audiences is rapid – 75% of all new handsets
Income is also a factor in smartphone ownership, although with some SIM-free smartphones at less than £100, that is now become less significant in defining the market:
In terms of OS breakdown, Android continues to be the leader, but closely followed by the iPhone, however in terms of usage, iOS still dominates. RIM’s dwindling market share is largely lost to Google’s Android.