Smartphone User Dimensions
Smartphone diffusion is now a mainstream phenomenon, with younger consumers more likely to consider these devices a “must have” versus a “nice to have” item. Most Millennials (18-34s) grew up with a computer and a mobile phone in the home (this is especially true for Late Millennials, the 18-24s), and their understanding of communications and digital entertainment is radically different than previous generations.
Adults outside of the Millennial net have embraced increasingly intelligent mobile phones for both personal and business reasons. Diffusion among all age segments is impressive; the appeal is, again, mainstream, as demonstrated by the fact that more than half of ABUs currently use a smartphone.
This report determines that when the type of smartphone OS is isolated, differences of all sorts emerge.
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