Google's Android smartphone operating system had a 43 percent share in the US smartphone market for the period ending October while Apple's iOS seems stuck at 28 percent.
According to a report released by research outfit Nielsen, Research in Motion's BlackBerry OS seems to be struggling with a 17 percent market share while Microsoft's Windows Phone platform had a 7 percent share.
The company also revealed that out of 43 percent mobile phone users who own a smartphone in the US, around 54 percent are between 18-24 and 35-44, eWeek reports.
Meanwhile, 62 percent of mobile phone users in the US are between 25 to 34 years, underlining the growth and penetration of smartphones.
"This is a wake-up call for potential advertisers waiting for a tipping point for mobile media or for smartphones to reach the majority," said Don Kellogg, director of telecom research and insights at Nielsen.
"We're already there with certain segments - 62 percent of those ages 25 to 34 already have smartphones. That's critical mass," he added.
The report also revealed that smartphones are slowly becoming popular with older users, with 30 percent of people aged between 55 and 64 owning a smartphone.