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NPD: Android Smartphone OS Leads The Way

9/20/2011 09:48:26 AM Eastern

Port Washington,
N.Y. - Android is the preferred operating system among current smartphone
owners, and those who intend to buy a new smartphone in the next six months.

According to
Connected Intelligence, a service from The NPD Group that analyzes the
confluence of connected devices, access and content, Android not only generates
more interest than any other OS (63 percent), but it is also the platform
consumers were "most interested in" (36 percent).

"The Android
juggernaut continues, and that's not great news for some of their OS
competitors," said Linda Barrabee, research director for Connected
Intelligence. "For example, one-third of BlackBerry smartphone owners are most
interested in Android for their next smartphone purchase. That said, Android is
also experiencing continued competition from Apple's popular iPhone, as well as
some nascent competition from Windows Phone 7."

According to
Connected Intelligence's "Android: Variation and Value-Add" report, Android market
momentum is unquestionable -- comprising at least half of all smartphone
purchases for the past three quarters; however, Android's continued market
dominance is in no way guaranteed. In fact, 44 percent of smartphone owners,
and those who intend to buy one, are considering purchasing a Windows Phone 7
device.

Even so, there are
a number of hurdles. For example, 45 percent of consumers are still not aware
of Windows Phone 7. Furthermore, among the 50 percent of consumers who plan to
purchase a smartphone in the next six months, but who are not interested in
Windows Phone 7, the most popular reason given also centered on lack of
awareness (i.e., 46 percent felt they "don't know enough about it"). The second
most offered reason was OS ecosystem lock-in (i.e., 21 percent said they have
"too much time or money invested in another smartphone OS").

"Windows Phone 7
has a way to go before consumers really understand what it is," Barrabee said.
"But with the right marketing mojo, apps portfolio and feature-rich hardware,
Microsoft could certainly improve its standing and chip away at Android's
dominant market position."

 For more information: www.connected-intelligence.com.