Mobile-only audience is concentrated in fast growth markets, with particular peaks in the Middle East and parts of Asia Pacific. But data also reveals that this group is predominantly young audience. Close to half of all mobile-only users come from the 16-24 age group. Members of this demographic have long been known as the most enthusiastic adopters of all things mobile, but this data confirms just how many of them are now using phones as their only connected device.
The importance of this age split becomes particularly apparent when it is compared to the profile of multi-device users – just 24 percent of whom come from the youngest age group. What’s more, while just three percent of mobile-only users are aged 55-64, that rises to 10 percent among the multi-device audience.
That mobile-only users are much more likely to be young and located in emerging markets is a clear sign of why this audience will continue to grow rapidly in the coming years.
