Android crashes the smartphone party – will it push Apple out?

Android is quickly gaining in the popularity stakes, but can it even come close to the success of Apple’s iPhone?
 

Consumer awareness of Google’s Android is growing rapidly, due in large part to the Verizon Droid ad campaign in the US.

Further, of those American consumers in the market for a smartphone, 17% are considering the purchase of an android-supported device in next three months, compared to 20% indicating they plan to purchase an iPhone.

Last week on UTalkMarketing, we revealed that the new Android handset is expected to become more popular than Apple’s iPhone, according to exclusive research from OneNewsPage.com.  

Asked, ‘Will the new version of Android beat the iPhone?’, 77% of readers said yes, while just 23% disagreed.

The statistics show that despite Apple’s growing popularity, it might finally be losing its luster as new competition enters the market.

Mark Donovan, comScore senior vice president of mobile, said, “With handsets on multiple carriers, from multiple manufacturers, and numerous Android device models expected to be in the U.S. market by January, the Android platform is rapidly shaking up the smartphone market.

“While the 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.”

Although Android’s share of the smartphone market is relatively small, it has quickly doubled in the past year to 3.5% in October 2009.

Understanding the mobile media behaviour of Android users highlights why operators and media companies might embrace the platform and fuel its growth.

An analysis of mobile media consumption on smartphones revealed that users of both Apple and Android-supported devices were more likely to engage with mobile media than an average smartphone user.

Users of the Apple iPhone were most likely to consume mobile media, with 94% of users doing so in September 2009, while 92% of Android device users, predominantly T-Mobile G1 users, engaged in mobile media activities – 12% higher than an average smartphone user.

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

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

Overall, Android users will behave more like iPhone users than other smartphone users giving some hope to Google and its endeavor into the mobile market next year. However, it is more bad news for BalckBerry and Nokia, which have already suffered declines this year following the launch of Apple’s 3G iPhone.

The question now is, is there room in the market for all four devices, or will older player be squeezed out?

Google’s Android platform has continued to gain awareness and has sparked interest this week by announcing a Google handset in the testing phases, but to be rolled out next year.

In August 2009, just 22% of mobile users had heard of the Android, while in November 2009 this figure had reached 37%, largely prompted by an advertising push launched in September. The comScore study found that not only is general awareness increasing about Android, but intent to purchase an Android-supported device is also increasing among mobile phone users.

When mobile users were asked in November which phone they planned to buy in the next three months, 17% said they planned to purchase an Android-supported device compared to 20% of respondents who said they planned to purchase an iPhone.

Has the iPhone lost its lustre?

Technology is a fickle market these days. Consumers have little loyalty and a very ‘gadget’ driven, keen to try out new devices and technologies – out with the old and in with the new is the attitude. We want the latest, up-to-date, ‘wow’ technology and we’re even more willing to ‘give it a go’. And with a brand name such as Google behind it, it’s no surprise the Android is participating success.

However, 21% of consumers are still planning to purchase an iPhone in the next three months.  Remember, Apple is untouchable. For now.