January 2011 Smartphone penetration has reached a tipping point with 51% of UK adults now owning a Smartphone, beating industry predictions for take-up. For the first time more people have a Smartphone than don’t, with important implications for mobile transactions as the Smartphone begins to take the place of the wallet.
The JCDecaux OOH Mobile tracker polled two thousand people in January 2012. This showed that 51% of all adults currently own a Smartphone, compared to 46% in a study released by Ofcom referencing comScoreMobiLens data from August 2011.
The JCDecaux OOH Mobile Tracker found that 71% of 18-34 year olds have a Smartphone and predicts that up to 60% of adults will own a Smartphone by the end of 2012.
David McEvoy, Marketing Director of JCDecaux said, “We have now reached a tipping point for Smartphone penetration with the majority of adults owning a Smartphone. Over the next 12 months this will be accompanied by the growth in our ability to transact via the mobile phone hastened by the launch of NFC-enabled phones and the introduction of apps such as Google Wallet. The rise in use of NFC and QR-reading technology will mean the public can make transactions whenever and wherever they want to. We could well see the wallet going the way of the cheque book.”
These are the first findings from JCDecaux’s tracking study which will look at the penetration and usage of Smartphones in the UK, reporting the findings quarterly.
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