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EMARKETER
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Smartphone Users, by Race/Ethnicity
Overall
Smartphone Users
Dual Smartphone & Tablet Users
by Age
Smartphone Users, by Age
Smartphone User Penetration, by Age
Smartphone User Share, by Age
by Sex
Smartphone Users, by Sex
by Generation
Smartphone Users, by Generation
by Race/Ethnicity
Smartphone Users, by Race/Ethnicity
Smartphone User Penetration, by Race/Ethnicity
Smartphone User Share, by Race/Ethnicity
by OS
Smartphone Users, by OS
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Source & Notes
Data Table
Source: EMARKETER Forecast- March 2025 
Note: individuals of any age who own at least one smartphone and use the phone(s) at least once per month
Additional Note: Smartphones are any voice handset with an advanced operating system (e.g., Android, BlackBerry, iOS, Windows Phone, etc.) and features/capabilities that resemble a PC. Estimates are based on US population numbers from the US Census Bureau’s November 2023 data, which is based on data from the 2020 census. **A Hispanic individual is a person from, or whose ancestors were from, a Spanish-speaking land or culture. *“Other” includes Native Americans, Alaska Natives, Native Hawaiians and other Pacific Islanders, and biracial and multiracial individuals.
Methodology: Estimates are based on the analysis of survey and web traffic data from research firms and regulatory agencies, historical trends, and demographic adoption trends.
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