New research gives Android boost ahead of iPhone 5 launch

The Android v iOS battle has taken on many different guises this year, as Google and Apple’s market-leading operating systems continue to vie for supremacy in entertaining fashion. The storming success of the Ice Cream Sandwich-running Samsung Galaxy S3 inched Android ahead of its rival in the eyes of some, while the fanfare of the 4.1 Jelly Bean update cemented the OS in the forefront of the tech world’s collective mind.

But the outcome of the Samsung/Apple patent trial turned matters on its head. The Korean firm’s crushing defeat would have sent shockwaves across California to Google HQ at Mountain View, with the designs deemed to be infringing on Apple patents described as “endemic to the Android operating system” and “a fundamental part” of how the software is designed. Ready to ram home the advantage for Apple is a certain device being dubbed the iPhone 5, that shall be running the brand new iOS 6.

However, new research has provided a welcome boost for Google before the impending Apple onslaught, with market observers Kantar Worldpanel ComTech claiming Android now holds as much as two thirds of the European market.

In the 12 weeks prior to 5 August 2012, the OS increased its share on the continent by 20.2 per cent from the same period last year, bringing its stake up to 67.1 per cent overall. Meanwhile, iOS’s share fell by five per cent to 14.6 per cent, with the number of consumers waiting for the next-generation iPhone no doubt being a significant factor in the decline. The same can be said for RIM, whose 11.9 per cent to 9.3 per cent slide comes in the build-up to its eagerly-anticipated BlackBerry 10 release.

With Android being showed off on the giant screens of Samsung’s Galaxy S3 and Note devices among others, Kantar ComTech’s global consumer insight director Dominic Sunnebo commented on the growing significance of large-display products within the industry. “It is interesting to look at the impact a larger screen size has on how consumers use their smartphones, particularly as the line between tablets and smartphones becomes more blurred,” he said.

“Consumers who own a smartphone with a larger screen tend to be much more engaged with their device across a whole array of functions. For example, only 19 per cent of consumers with a screen smaller than three inches download/watch videos, compared to 65 per cent when the screen is five inches or more.

“However, bigger screens don’t just lead to an improved consumer experience; they also play a key part in customer retention. ComTech data shows that the more engaged consumers are with their device, the more likely they are to stay loyal to an OS/brand when they upgrade.”

Via: Mobile News