Market Research Warns Mobile Strategies Should Focus More on Android

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22nd June 2012 15:35 - Telecommunications

New research has revealed that UK users prefer the Android operating system to most other smartphones. This sends a warning to marketers that they need to look beyond the popular iPhone in their mobile strategies.

Alex Kozloff, Mobile Manager at the Internet Advertising Bureau UK, commented, “The growth of Android means advertisers need to look beyond just having an iPhone app. Now it’s time to think across all platforms while still considering non-smartphone users too.”

The data collected by ICM Research demonstrates that 45% of users say they bought an Android handset because it runs on open-source and 43% say apps available for Android are better than those for other smartphones.

It is also predicted that Google’s Android market share will grow at more than twice the rate of its major competitors in 2011.

Ian Carrington, Google Mobile Advertising Sales Director, added, “Many businesses don’t yet have a mobile strategy. Moreover, many believe that building an app for one platform is enough for a strategy. I believe it makes sense to focus on the mobile web that every operating system can use.”

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