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BizReport : Mobile Marketing : April 05, 2011

Android popularity burgeoning on both sides of the pond

Smartphone use is growing and the battle of the operating systems continues. Which one leads the way? Reports reveal the continuing rise in popularity of the Android operating system in both the U.S. and the U.K., so which platform should marketers focus on?

by Helen Leggatt

android-logo-200x200.jpgOver the last three months Google's Android operating system continued its rise in the U.S., gaining an impressive 7 points of market share. Android now boasts a third of the country's smartphone market, according to comScore's latest figures.

The second biggest smartphone platform was RIM with 29% of market share (down from 33%), followed by Apple with 25% (up 0.2%).

Trailing was Microsoft with 7.7%, down 1.3% since November of last year, and Palm, down 2.8% to barely 4% of market share.

Meanwhile, across the pond in the U.K., Android is enjoying similar success. A recent poll, conducted by YouGov, found 28% of adults owned an Android compared to 26% with an iPhone and 14% RIM.

The question is, can this juggernaut called Android be stopped?

The continued growth of the Android operating system means marketers who have previously focused on iPhone users now need to develop strategies across more than one platform. Failure to do so will severely limit reach. Mobile websites and apps should be tested across all platforms and user demographics for each one considered.

One advantage to developing for the Android operating system is that it is a less controlled and more transparent environment than that of iPhone.

On the other hand, Apple's controlled environment has led to less "junk" in its app store and less device fragmentation for developers to juggle, among other things.

Tags: Android, Apple, iOS, mobile apps, mobile marketing, operating system, RIM

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