You may have thought that smartphone ownership stats were only going one way, but recent YouGov SMIX (Smartphone Mobile Internet Experience) research reveals that incidence of smartphone ownership has stalled, with 35 per cent of adults using a smartphone, compared to 33 per cent in the previous quarter.

Despite smartphone costs being typically higher than that of a traditional mobile phone, YouGov’s research shows that it is not income that drives take-up, but rather, gender and age that acts as a barrier. Only 14 per cent of smartphone owners are over 55, whilst 48 per cent of non-smartphone owners are over the age of 55.  Only 41 per cent of smartphone owners are women.

Commenting on the findings, Russell Feldman, associate director for technology and telecoms consulting at YouGov says: “The challenge for the industry is to better explain the benefits of smartphone ownership to current rejecters, notably older age groups and women. This is an online survey and respondents are typically regular internet users, but many haven’t taken the step to accessing the internet on their mobile phones.”

YouGov’s SMIX study tracks consumer experience of smartphones, mobile internet and applications, quarterly.