Just over a third of adults (35%) uses a smartphone, an increase of just 2% on six months ago, confirming that the popularity in phones such as the iPhone and Android handsets has stalled.
According to the recent YouGov ‘Smartphone Mobile Internet Experience’ (SMIX), gender and age is holding people back from getting a smartphone.
Only 14% of smartphone owners are over 55 while almost a half of non-smartphone owners (48%) are over the age of 55. Only 41% of smartphone owners are women.
Russell Feldman, associate director for technology and telecoms consulting at YouGov, said, “The challenge for the industry is to better explain the benefits of smartphone ownership to current rejecters, notably older age groups and women.
“This is an online survey and respondents are typically regular internet users but many haven’t taken the step to accessing the internet on their mobile phones.”
However, some smartphone brands are better than others in selling to women.
For example, a half of BlackBerry sales made to adults are to women - Apple and Samsung also beat the industry average.
At the other end of the scale, HTC and Nokia are brands that appeal significantly more to men than women.
Feldman added, “Apple has achieved buoyant iPad sales with women and older age consumers, not traditionally considered as groups behind the technology adoption curve. However, Apple has highlighted that a tech product can achieve high take up with any demographic if the proposition resonates with them.
“Smartphone brands and retailers need to focus more on these groups, otherwise going forward, they will be dependent on selling new smartphones to existing smartphone owners looking to upgrade.”
There is some positive news though - a third (34%) of mobile phone users want to get a smartphone next time they can upgrade/purchase, and of these, nearly a quarter (24%) are 55+ and 48% are female.
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