Read the results of a new survey of mobile users, and you come to the conclusion that not having an app or mobile friendly site means you're missing a regular chance to connect with more than half of your potential fan base. Nielsen’s third quarter survey of mobile users revealed that 43% of all US mobile phone subscribers own a smartphone and whopping 62% of mobile adults aged 25-34 do. Among those 18-24 and 35-44 years old the smartphone penetration rate is hovering near 54%.

Other groups show only slightly lower penetration rates. Around 40% of 12-17 year-old teens and 40% of 45-54 year-olds reported owning a smartphone, as opposed to a more basic feature phone. After younger adults, the segment with the second fastest-growing smartphone penetration rate is those aged 55-64. Smartphone penetration among this older group is only 30%, but jumped 5% this quarter.

As the smartphone market continues to expand, Android remains the most popular smartphone operating system in the United States, with 43%, while Apple is the top smartphone manufacturer, with 28% of smartphone consumers sporting an Apple iPhone.