In 2012 smartphones became the majority of mobile handsets in the U.S. for the first time, keeping hundreds of millions of Americans constantly connected to the mobile web and increasingly using apps. This was a change many had anticipated, including yours truly who wrote about best practices for the mobile web way back in the first month of this blog circa 2009, naive to the changes smartphone apps would have on consumer’s daily activities. As far as predictions go I missed the mark a bit, though hardly as far off as Steve Balmer. It’s another example of how it’s hard predict how consumers will embrace and use technology until it’s in their hands.
Back in 2009 I was just another early adopter hoping on the iPhone’s bandwagon, and like many early adopters in Roger’s diffusion of innovation model I found new ways to make my smartphone fit my internet enabled lifestyle; none of which would pursued my parents to buy smartphones of their own. But it was clear which way the wind was blowing in digital: the future would be increasingly high-speed on mobile, and smartphones would reshape how we use the internet.
We can use this same approach – measuring the trends in mobile – to anticipate what’s next in the market. Today smartphones make up nearly two-thirds of mobile phone owners (65%) in the U.S., putting these devices in the “late majority” phase of adoption. That means the exponential growth we’ve seen in mobile is likely to begin tappering for smartphone makers, though providing more opportunities for publishers and marketers alike in the years to come.
To help tell the story of how the smartphone market has reshaped mobile and visualize the current state-of-mobile, I built an infographic (see below). First a disclosure: I created the infographic using publicly posted data published an industry-expert source (Nielsen) who are also my employer, though the ideas shared on this blog are my own (see my policy page for full disclosure): Continue reading Late Majority: How Smartphones Matured the Mobile Market