Nielsen: US Smartphone Ownership Now 64.7 Percent

Nielsen is out with new smartphone data for the US market. The firm says that smartphone penetration now stands at nearly 65 percent (64.7 percent) according to its latest surveys. The data were collected before the release of the iPhone 5s and 5c.

Android controls 52 percent of the market, while the iPhone has a 41 percent share.

Nielsen smartphone share

These numbers are in general agreement with comScore’s more recent smartphone data for the US. However in contrast to Nielsen, comScore says that smartphone penetration is 60.8 percent.

Screen Shot 2013-10-29 at 12.20.40 PM

Below is Nielsen’s breakdown of market share by smartphone manufacturer.

Nielsen smartphone OEM

Nielsen says that smartphone growth may start to taper off somewhat now that the market has reached a “late majority” stage of development. The firm also points out that Android and the iPhone represent a formidable duopoly: “nine out of 10 smartphone owners use Android and iPhone handsets.”

Based on Apple’s quarterly results yesterday we can probably expect to see another point or so added to the iPhone’s US position in the next wave of survey data.

Related Topics: Apple | Apple: iPhone | Channel: Mobile Marketing | Google: Android | Statistics: Market Share | Statistics: Mobile Marketing


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

Connect with the author via: Email | Twitter | Google+ | LinkedIn

Marketing Day:

Get the top marketing stories daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.
  • Rahul Aggarwal

    For sure we have reached a “late majority” stage of development for the US market and that is the reason players like Apple have started spending fortunes in emerging economies of China/India. At Endeavour ( have never seen the this kind of marketing dollars being spent by Apple in APAC but all this is happening for good. This infact is pushing them to make their devices become more approachable to the local mobile consumers.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!