Here's some news that's bound to please the retailers - apparently, almost half of us phone users are now rocking smartphones.
From being niche products that most people passed up, thanks to (primarily) Android and iOS, 47% of us now own one. those are the official figures from YouGov's Technology and Telecoms team, in case you wondered.
As expected, most of us opt for the iPhone which has 29% of the market share int he UK which then is followed up by Samsung and BlackBerry at 20% each.
HTC is a little behind at 16% which we are a little surprised about - if only because the manufacturer seems to churn Android handsets out like they're going out of fashion. As for feature phones (i.e. the feature being that they make calls, send texts and snap the odd photo), they're still mainly supplied by Nokia with 43% of the market share held by the Finns.
And the real challenge is weaning feature phone users off their devices and onto smartphones, with YouGov pointing out that more than half of those who have one say they're quite happy with their feature phone.
Speaking of Nokia, what's also interesting is the fact that it has only 9% of the smartphone market. Some would say this is because Windows Phone is still relatively new and gaining ground but others may point out that it's because its lost its place thanks to the axing of Symbian.
Had this survey been carried out without the iPhone or Android handsets being in the picture, if things had been different, there's every chance Symbian would have been the force to be reckoned with.
Also slightly sad is that LG doesn't appear to get a look in despite several attempts to boost its share over the last year.
Maybe next year, eh?