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Android Shaking up Smartphone Market

December 22, 2009

Awareness for Google's Android operating system is gaining momentum in the US as 17% of consumers in the market for a smartphone say they plan to buy an Android-supported device in the next three months, compared with 20% who plan to buy an iPhone, according to a study from comScore.

"With handsets on multiple carriers, from multiple manufacturers, and numerous Android device models expected to be in the US market by January, the Android platform is rapidly shaking up the smartphone market," said Mark Donovan, comScore senior vice-president of mobile. "While iPhone continues to set the bar with its App Store and passionate user base, and RIM remains the leader among the business set, Android is clearly gaining momentum among developers and consumers."

Below, additional information released by comScore.

Android and iPhone Users Consume More Mobile Media

Although Android's share of the smartphone market is relatively small, it has quickly doubled in the past year to 3.5% (October to October).The impact of Android's expanding market share is more significant in light of the relatively higher levels of media consumption among its users.

Overall, users of the Apple iPhone are more likely to consume mobile media than an average smartphone user, with 94% of users doing so in September 2009. Meanwhile, 92% of Android device users, predominantly T-Mobile G1 users, engaged in mobile media activities during the same period; that's 12 percentage points higher than smartphone users on average.

Apple and Android users are equally likely to engage with news via their browser and nearly identical in their mobile application engagement.

Email is the only major activity in which iPhone users (87%) are far more likely to participate than Android users (63%).

Overall, these data suggest that Android users will behave more like iPhone users than other smartphone users.

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