Lucy Allen

The future looks bright for Google as US kids opt for Android

Google the guys we love to hate have delivered another set of bad news for the mighty Apple. New research* from Nielsen suggests that the future is looking very good for them as they make even further strides in the battle of the Smartphones. In the US 18-24 year olds were significantly more likely to purchase a phone with an Android operating system than iOS or Blackberry. 27% of all active phones in the US are still iPhones but its the change in taste of the youth market thats very telling.

smart phone wars

This should be great news for the many publishers I have been speaking to who are still facing the imposition of the 30% Apple tax with limited bargaining power. It’s also good for the techno-liberals (like us Levellers) who object to the closed wall garden approach taken by Apple and Blackberry.

The evangelical Apple fan club of bloggers and journalists keep dismissing Andriod and are writing like the smartphone war is over and have crowned their unassailable emperor the iPhone. We think that this is only Round 1 of an epic battle and Apple has a fight on their hands.

For those die hard Apple cores here's some sobering perspective. Globally Apple took almost 4 years to ship 100 million smartphones. According to Gartner, Nokia sold more smartphones globally (100.3 million) just in 2010. Manufacturers shipped 67.2 million Android smartphones globally last year, up from 6.8 million in 2009. That works out to an average 184,000 Android smartphones sold per day. By comparison, Apple sold an average 127,000 iOS smartphones a day, or 46.6 million for the year.

The big winner in all of this is of course the SmartPhone and is a platform we need to become very familiar with as marketers. In the UK for example Vodafone said that 80 per cent of its new subscribers are on smart phones. Overall Gartner stated that there were 1.6 billion cell phones sold during 2010. Smartphones accounted for 19 percent of global handset sales, growing 72.1 percent year on year. We’re looking forward to the benefits delivered to the consumer as these mighty Krakens of the technology world go head to head in the mobile wars.

On a final sowewhat geekish note, check out the video the Android Developers created which uses maps to show how Google's mobile operating system grew globally from its release in October 2008 through January 2011. Check out the tipping points. How do you think the iPhone would match up?


*Top line Nielsen research HERE


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Lucy Allen The Levels Lucy Allen
Company: The Levels
Position: Founding Partner
I have over 10 years digital marketing experience working for both clients and agencies - data analytics has always been at the heart of my approach. My career started as part of the launch team for Lycos UK & Ireland. I have subsequently worked for some of the UKâ s leading brands including Amazon and Conde Nast Read Lucy's full bio

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