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Mobile devices are mainstream. In fact, according to our newest research more consumers in the US, UK, Germany, France and Japan use a mobile phone (feature phone or smartphone) than a computer (desktop or laptop).
But our most significant findings centered on the clear consumer shift to smartphones. This trend was evident in all countries, with the UK showing the largest increase in smartphone usage from 30 to 45% of the total population. We also found that the demographics of smartphone owners are shifting. Smartphone usage among females increased in all five countries. Smartphone ownership also rose among those aged 45+ in the US, UK and France.