Young adults dominate touchscreens

By admin topicIcon Mobile Marketing

Touchscreens favoured by 18-34 demographic

Almost half of all touchscreen phone users are young adults, according to the findings of a new study.

Research from digital marketing research firm comScore indicates that 20.6 per cent of US subscribers to devices such as the iPhone are 18-24 years old, while a further 28.6 per cent are aged 25-34. By way of comparison, teenagers aged between 13 and 17 account for just 8.5 per cent of the total touchscreen phone population. The findings may help mobile marketers to target new apps at appropriate demographics.

Meanwhile, the report revealed that there were 23.8 million touchscreen phone subscribers in August 2009. This represented a 159 per cent year-on-year rise on the 9.2 million users identified in August 2008.

iPhone remains the top touchscreen

Turning to the relative popularity of touchscreen devices, it seems the iPhone remains the dominant player with a 32.9 per cent market share. This is approximately four times the uptake of its nearest rivals, the LG Dare (8.7 per cent), the LG Voyager (7.8 per cent) and the Blackberry Storm (7 per cent).

Mark Donovan, senior vice president of mobile at comScore, has commented on the findings. "Touchscreen phones have quickly gained adoption as new devices have flooded the mobile marketplace," he said. "It's clear that consumers are embracing touchscreen interfaces that allow them to easily navigate the increasingly powerful and complex services afforded by new phones."

Last month, the Manchester Evening News became one of the first regional newspapers to launch a free iPhone app. Users who download the service can get access to breaking news, business updates and match reviews while on the move. They can also easily share their favourite articles on Facebook and Twitter.

The following video shows the new MEN iPhone app in action: