Smartphone ownership grew to 68 percent between November and January 2014, up 9 percent from the start of 2013. And among those who bought their mobile phone within the last three months, a whopping 84 percent chose smartphones for their new handsets.

Multicultural consumers have led the growth in smartphone penetration, as they’re adopting smartphones at a higher rate than the U.S. average. In fact, Asian Americans lead the U.S. in smartphones ownership, as nearly four out of five (78%) already use smartphones. Hispanics are ahead of the curve in adopting digital devices, including smartphones, as over three-quarters (77%) of Latinos in the U.S. use smartphones. And according to Nielsen’s Digital Consumer Report, about half of Hispanics said they plan to upgrade/replace their mobile handset in the next six months. African-Americans are also pioneers of smartphone technology, as 73 percent of Black consumers in the U.S. currently own smartphones.

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