Nearly every major demographic group—men and women, younger and middle-aged adults, urban and rural residents, the wealthy and the less well-off—experienced a notable uptick in smartphone penetration over the last year. Overall adoption levels are at 60% or more within several cohorts, such as college graduates, 18-35 year olds and those with an annual household income of $75,000 or more.

Although this overall increase in smartphone ownership is relatively widespread, several groups saw modest or non-existent growth in the last year. Chief among these are seniors, as just 13% of those ages 65 and older now own a smartphone.