Events & Resources
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →Topics
See All Topics →Latest Articles
Explore our Research →Shoppers do their homework before heading to stores
Article |
 Aug 29, 2025
RFK Jr. set to testify at Senate hearing in wake of CDC upheaval
Article |
 Aug 29, 2025
Apparel winners and losers in 2025
Article |
 Aug 29, 2025
The big answers: EMARKETER Daily quiz
Article |
 Aug 28, 2025
Gen Zers, Millennials consider beauty products essential
Article |
 Aug 28, 2025
No click, no problem: How retailers can succeed in a zero-click world
Article |
 Aug 28, 2025
Sports and news shift to streaming as linear TV faces tipping point
Article |
 Aug 28, 2025
Revolut takes big step toward expanding in the US
Article |
 Aug 28, 2025
Neurologists think in terms of drug categories, not product names
Article |
 Aug 28, 2025
Citi Wealth’s two new AI tools can supercharge client communications
Article |
 Aug 28, 2025
About
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →Smartphone User Penetration, by Age
by Media
by Age
Source: EMARKETER Forecast, March 2025 - June 2024Â
Note:Â individuals who own at least one smartphone and use the smartphone(s) at least once per month; excludes Hong Kong
Additional Note:Â 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.
Methodology:Â Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies; historical trends; and country-specific demographic and socioeconomic factors.