Latest Worldwide Smartphone User Numbers

In 2024, estimates show that over 7 billion people use smartphones around the world. This means almost 85% of the global population has a smartphone, according to data from Statista and GSMA Intelligence. These numbers show how common smartphones have become for communication, entertainment, and business.

Global Penetration Rates: Year-on-Year Trends

Smartphone use has grown quickly over the last ten years. In 2014, about half of the world’s population used smartphones. By 2024, this number has risen to 85%. Several factors have pushed this growth. More affordable smartphones are available now, mobile broadband networks have expanded, and more people—especially in developing areas—can access the internet.

Year	Global Smartphone Users (Billion)	Penetration Rate (%)
2014	3.5	50
2019	5.5	72
2024	7.0+	85

Regional Highlights: Where Are Smartphones Most Popular?

• Asia-Pacific: This region has the highest number of smartphone users. China and India together make up a large part of this group.
• North America & Western Europe: These areas have very high smartphone penetration rates. More than 90% of people here own smartphones, showing that these markets are well developed and most people already have access to devices.
• Africa & South Asia: Smartphone use is growing the fastest in these regions. Even though fewer people own smartphones compared to other regions, many more people are starting to use them each year. This growth brings chances for more technology use and new business.

Smartphone ownership data shows how widespread digital technology has become. This growth supports the expansion of mobile apps and helps companies reach new users around the world.

Who Owns Smartphones? Demographics and User Profiles

Age Distribution: Young Adults Dominate, Seniors Catch Up

Young adults between 18 and 34 years old make up the largest group of smartphone owners worldwide. In developed countries, over 95% of people in this age group own smartphones. This makes them the main audience for mobile apps. Adults aged 55 and older are also using smartphones more often, especially in wealthier countries. Pew Research Center (2024) reports that more than 80% of Americans aged 55–64 now have smartphones. For those aged 65 and older, ownership has gone above 70%. This increase shows that people of all ages are joining the digital world.

Gender, Income, and Education: Reducing Gaps

Gender Differences

The difference between men and women in smartphone ownership has dropped to 13% globally by 2023, according to the GSMA Mobile Gender Gap Report. Men remain more likely to own smartphones in some places, such as South Asia and Sub-Saharan Africa. However, as devices become more affordable and digital education programs reach more women, these gaps are closing.

Income and Education

People with higher incomes and more education usually own smartphones at higher rates. College graduates are much more likely to have smartphones than those who finished only primary school. Still, cheaper smartphones are helping to lessen this divide. In countries like India and Nigeria, affordable phones and prepaid data plans have helped many lower-income families buy smartphones.

Urban and Rural Patterns: Infrastructure Drives Access

People living in cities almost always have higher smartphone ownership compared to those in rural areas. Better network coverage and easier access to stores help city residents get smartphones more easily. For example, in the United States, more than 95% of urban residents own smartphones, according to Pew Research Center. Rural ownership is lower but growing quickly. In many developing countries, mobile internet is often the main way rural communities get online, which speeds up smartphone use in those areas.

Key Trends in Smartphone Ownership Demographics

• Older adults and groups that had less access before are now using smartphones more, which reduces earlier gaps.
• The difference between men and women in ownership is getting smaller, although some regions still show large gaps.
• Lower-cost smartphones and better connectivity help more people in low-income and rural areas buy and use smartphones.
• Young adults continue to be the largest group of smartphone users worldwide, but more people from different backgrounds are joining them.

These details about who owns smartphones can help you design or market apps that reach the real users in today’s global mobile market.

Smartphones vs. Other Devices – The Shift in Digital Habits

The Rise of Smartphones as the Primary Digital Device

People around the world use smartphones more than any other digital device. By 2024, studies show that the average person spends about 4 hours and 37 minutes each day using their smartphone. This amount of time is greater than what most people spend on desktops or tablets. Smartphones have become the main personal device for digital activities worldwide.

Comparing Time Spent: Smartphones, Desktops, and Tablets

Data from Statista (Q3 2024) shows that 56.8% of daily internet use happens on mobile devices, including smartphones and feature phones. Computers—which include desktops, laptops, and tablets—account for only 43.2% of daily online time. This marks a major change from 2013, when people spent only 27.4% of their digital time on mobile devices and 72.6% on computers. In just ten years, the pattern of device use has completely reversed.

Smartphone Usage Patterns and Key Activities

As smartphone use increases, the types of activities people do have changed as well. The main uses for smartphones include:

• Social media and instant messaging: Many people spend a lot of time on apps like WhatsApp, Instagram, and TikTok.
• Video streaming and gaming: Watching videos and playing casual games on mobile devices happens millions of times each day.
• Productivity and daily tasks: Checking email, managing calendars, using mobile banking, and taking notes now often happen on smartphones instead of computers.
• E-commerce: Shopping online through mobile apps continues to grow quickly all over the world.

People check their smartphones an average of 58 times a day. Nearly half of these checks happen during work hours. On average, each session lasts about 1 minute and 15 seconds, which shows that people often use their phones in quick, frequent bursts throughout the day.

The Decline of Desktops and Tablets in Everyday Digital Life

Desktops and laptops still matter for some activities, such as using professional software, handling complicated tasks, or creating long documents. However, the amount of time people spend on these devices keeps dropping. Tablet use has also stopped growing, with most people choosing smartphones for both short browsing sessions and longer content experiences.

This change is especially clear in emerging markets, where many people use smartphones as their main, and sometimes only, way to access the internet. For these users, having a mobile connection is often necessary for daily life.

Implications for App Creators and Marketers

Since most people spend their digital time on smartphones, app creators and marketers must focus on mobile-first experiences. App use now happens more often than browsing on web browsers. To reach users and keep their attention, developers need to consider how often people use their phones, the variety of activities they do on them, and the global preference for mobile access. Effective strategies for attracting users require a strong focus on smartphones and the ways people interact with them daily.

Sources:

• Exploding Topics, “Time Spent Using Smartphones (2025 Statistics)”
• Statista, “Global online time by device 2024”
• DataReportal, “Digital Around the World 2024”

App User Acquisition – Unlocking the Potential

What Is App User Acquisition?

App user acquisition is the planned approach you use to attract new users to a mobile app. This process combines paid and organic channels, including advertising, app store optimization, influencer partnerships, and social media. Each channel helps guide people from discovering the app to downloading it and using it actively. The main goal is to get more users to install the app and to find users who will stay engaged and contribute to growth and revenue over time.

How Global Smartphone Penetration Drives Acquisition Opportunity

There are now more than 7 billion smartphone users worldwide. This large number creates a huge opportunity for app user acquisition. Every additional smartphone user becomes a new potential app user. However, because there are over 5 million apps in major app stores, competition for users remains intense. To stand out, you need strategies that focus on more than just broad targeting. You can use behavioral data, user context, and regional preferences to connect with the right groups of people and get the best results for your marketing efforts.

From Downloads to Active Users: Key Metrics Explained

You can measure app user acquisition using several related metrics:

• Downloads: This number shows how many people have chosen to install the app. While downloads show initial interest, many users might not continue using the app regularly.
• Installs: Installs confirm that the app is on a device, but this does not mean the user will become active or engaged.
• Active Users: This number is the most useful for tracking success. Active users are people who open and use the app often. When you have high retention among active users, you often see stronger long-term results and steady revenue.

Modern acquisition strategies focus on finding users who will not just install, but stay engaged. You can track this with metrics like daily active users (DAU), monthly active users (MAU), how long sessions last, and specific in-app activities. Many teams use machine learning and predictive analytics to find and target users who are most likely to become valuable and engaged over time.

Strategic Approaches to App User Acquisition

Effective app user acquisition uses several methods together:

• Paid Media: You can use ads, such as display, video, or native ads, to reach specific types of users on a large scale.
• App Store Optimization (ASO): By improving the app’s title, description, images, and keywords, you can make it easier for people to find and install your app in stores.
• Influencer and Social Media Marketing: Working with influencers and online communities helps encourage more people to try the app without relying only on paid ads.
• Retention-First Tactics: Focus on getting users who are likely to stay active, instead of just aiming for a high number of installs.

Recent privacy rules and platform changes have pushed many teams to use more privacy-friendly targeting and acquisition methods. This shift helps you follow the rules while still reaching the right users.

Conclusion

The rise in global smartphone ownership gives you access to a very large group of possible app users. However, the most successful apps use careful targeting, smooth user experiences, and focus on keeping users engaged for the long term. By using advanced strategies that fit the current digital landscape, you can reach billions of people and grow your app effectively.

Market Share and Platform Wars – iOS vs. Android

Global Smartphone Market Share: Android’s Dominance

Android leads the global smartphone market, making up about 71–74% of all active smartphones worldwide in 2024 (StatCounter, Backlinko). Apple’s iOS holds around 26–29% of the global market. Android’s wide reach comes from being available on thousands of device models at different price levels. This variety helps Android become the main option in many parts of the world, especially in countries with developing economies.

Regional Breakdown: Where Each Platform Leads

North America and Western Europe: iOS Strongholds

In North America, iOS stands as the leading platform. Data shows that iPhones account for 56–58% of the U.S. smartphone market. Western Europe also has a higher share of iOS compared to the rest of the world. This trend comes from a strong preference for premium devices and higher average incomes among consumers in these areas.

Asia-Pacific, Latin America, and Africa: Android’s Realm

Android’s open system and lower cost help it dominate in Asia-Pacific, Latin America, and Africa. In these regions, Android’s market share often goes beyond 80%. Companies such as Samsung, Xiaomi, and Oppo use Android’s flexible software to meet a wide range of consumer needs, from basic smartphones to advanced models.

Impact of Platform Wars on App User Acquisition

Differences in smartphone market share have a direct effect on how you should approach mobile app marketing:

• Reach and Scale: Android’s large global user base lets you connect with the most users, which is key if you want to grow your app quickly, especially in new and developing markets.
• Revenue Potential: While iOS has fewer users, these users usually have more spending power and pay more for apps and in-app features. If you focus on iOS, you can earn more per user, especially in wealthier regions.
• Regional Strategy: You can improve your app’s growth by adjusting your plans to fit each region. For example, you might develop for Android first in markets with fast growth, while focusing on iOS optimization in places where users spend more.

Why Market Share Matters for App Marketers

Knowing the split between Android and iOS helps you decide where to put your development and marketing efforts. If you want your app to reach people worldwide, you need to make sure it works well on Android. If your goal is to target users in premium markets or to increase earnings from each user, you may want to invest in features and campaigns built for iOS. Watching changes in market share also lets you spot trends in how users behave and how competitors act.

Key Takeaways

• Android: Holds about 71–74% of the global market and leads in Asia-Pacific, Africa, and Latin America.
• iOS: Makes up about 26–29% of the global market, with the largest share in North America and Western Europe.
• App Strategy: Use Android to reach more users, rely on iOS for higher spending per user, and target regions carefully for the best results in user acquisition.

If you keep track of the ongoing battle between platforms and adjust your approach, you can reach more users, boost engagement, and increase your earnings in the fast-changing world of mobile apps.

Challenges and Opportunities in Global App User Acquisition

Rising Acquisition Costs and Market Saturation

You face more competition than ever when trying to gain new app users. The app market is crowded, with more than 3.5 million apps on Google Play and 2.2 million on the Apple App Store. This crowded space makes it difficult to get noticed. The cost per install (CPI) keeps increasing around the world. In 2024, studies show that CPIs average over $1.75 in North America and range from $0.50 to $0.85 in emerging markets. Because many app categories are saturated, growing your user base through organic methods is becoming less effective. As a result, brands spend more on paid ads and need fresh, creative marketing strategies to stand out.

Privacy Regulations and Data Restrictions

You now must work within strict privacy laws like GDPR in Europe and CCPA in California. These rules limit how you collect and use user data. For example, Apple’s App Tracking Transparency (ATT) update has made it harder to track users across apps. This change reduces the impact of personalized ads and makes it difficult to measure campaign results. According to the Liftoff 2024 App Marketer Survey, 62% of marketers say their campaigns perform worse because of these data restrictions. In addition, 71% want better access to useful data. To adapt, marketers now focus on collecting data directly from their users (first-party data) and use contextual targeting. They also rely on AI and automation to understand user behavior while following privacy rules.

Opportunities in Emerging Markets

You can find real growth in emerging markets like Southeast Asia, Africa, and Latin America. More people in these regions are buying smartphones, which means you can reach many new users. To succeed, you need to adjust your app to fit local languages, payment systems, and cultural preferences. For example, fintech apps in Nigeria and Indonesia have increased their user acquisition rates by up to 30%. They did this by adding local payment options and making the onboarding process easier for users in those regions. Working with local influencers or community groups can also help your app reach more people.

Strategic Shifts and Future Directions

Marketers are changing how they acquire users. More are choosing organic methods, social media, influencer partnerships, and community-based growth instead of relying only on paid ads. About half of app marketers plan to spend more on these channels in 2024. Many are also using AI-powered analytics to make better decisions about ad spending and user targeting. This helps them stay within privacy rules while still finding and reaching new users.

Key Takeaways

• You need to use smarter, data-focused strategies because costs are rising and privacy rules are tighter.
• You can achieve strong growth in emerging markets by tailoring your approach to fit local needs and cultures.
• Using AI, automation, and a mix of marketing channels helps you work around data limits and find new users.

When you adjust your strategies to face these global app user acquisition challenges, you open the door to new growth and keep users engaged with your app over time.

Looking Ahead – Future Trends in Smartphone Ownership and App Growth

Projected Growth in Smartphone Users

You can expect the number of smartphone users worldwide to keep increasing. By 2025, people will use over 7.2 billion smartphones, which nearly matches 90% of the global population if you count people with more than one device. By 2027, this figure will likely rise above 8 billion. Several factors drive this growth: smartphones are becoming less expensive, devices are easier to find in developing markets, and network infrastructure is improving quickly. China and India will continue to have the most users, but places like sub-Saharan Africa and Southeast Asia will see the quickest growth as better networks and affordable phones reach more people.

Emerging Technologies Reshaping App Growth

5G networks are spreading fast. By 2027, over half of all smartphones will use 5G technology. This change brings much faster internet speeds, allowing you to use apps that rely on high-quality video, cloud gaming, and augmented reality without interruption. Artificial intelligence (AI) now runs many mobile app features. AI powers smarter recommendations, creates personalized marketing, and automates tasks like finding and keeping users.

Super-apps are becoming more common, especially in Asia. A super-app combines many services such as messaging, payments, and shopping in one place. This changes how you find and use digital services. If you build or market apps, you may need to think about how your app could connect or work with these large platforms.

Strategic Priorities for App Marketers

If you work in app marketing, you should focus on these strategies to reach more users as smartphone use expands:

• Use data-driven strategies: Apply AI and analytics to make your advertising more personal and spend your budget more effectively.
• Localize content and user experience: Adjust your app and marketing to fit the languages, cultures, and digital habits of each region, especially in places where smartphone use is rising fast.
• Integrate new technologies: Add features that use 5G and AI to create new and interesting experiences for users.
• Follow privacy and compliance rules: Keep up with changing data protection laws to build trust with users and support steady growth.

These trends can help you find new users and keep your app growing as more people around the world get connected.