NPD: Smartphone penetration rises to 70 percent in Q3

Smartphone penetration rose to 70 percent in Q3 2012 according to market research company NPD’s Mobile Phone Track service.

Up from 66 percent last quarter, NPD cites Android as the driver for the increase, which had a unit volume increase of 25 percent, as its smartphone market share went from 59 percent to 63 percent. Apple’s iOS unit volume increased as well, up 16 percent, and the Cupertino, Calif.-based company’s market share stayed the same at 31 percent.

ComScore reported a similar figure earlier this month, reporting that smartphone penetration has reached 51 percent

The top five smartphone devices for Q3 in order were Apple iPhone 4S, Samsung Galaxy S III, Apple iPhone 4, Apple iPhone 5 and Samsung Galaxy S II.

The iPhone 4 and 4S raked in a high amount of sales from first-time smartphone buyers and older iPhone generation owners, with the recently release iPhone 5 helping to maintain Apple’s marketshare at 31 percent.