Nielsen’s latest research has given a clear picture of the U.S. smartphone market, and the almost universal adoption of smartphones of people aged between 18 and 44. Additionally, it has revealed the top operating system in the U.S., and the preferred choice of smartphone.

Nielsen’s data shows the high degree of smartphone ownership in the U.S.

US Smartphone Market Share


Based on data collected between July and September, 98% of those aged between 18 and 24 in the U.S. own a smartphone, followed by 97% of those between 25 and 34, and 96% aged between 35 and 44.

Looking at overall growth in the last year, Nielsen’s report says:

“Smartphone penetration continues to rise rapidly, growing about eight percentage points year-over-year from 80% in third-quarter 2015 to 88% in third-quarter 2016.”

Google’s Android platform is the most popular with 51% of people using the operating system, followed by Apple’s iOS on 43%, but Apple has the larger share of the market when it comes to smartphones, with 45%, followed by Samsung with 32%.