Sales of Google-based Android handsets have rocketed by more than 300 per cent from the first three months of 2010 to the second quarter of the year, more than tripling the size of their share of the UK mobile contract market.
Data compiled by market analysts GfK showed that around one in every eight handset sold in the UK between April and June 2010 on a contract is Android powered compared to one in 33 on average between January and March.
Mobiles with "advanced" operating systems - which we shall call smartphones - now represent 73.5 per cent of the market while the feature phone's share of the mobile contract market fell to less than 28 per cent.
One of the main reasons why Android is in demand has to do with the release of some very high profile Android smartphones like the Sony Ericsson X10 or the HTC Desire, coupled with the increasing number of Android handsets released on the market and the fact that the price of Android handsets, like the ZTE Racer, has fallen under £100 or around £13 per month on contracts.
As a whole, feature phones are now mostly limited to the lowest rung of the market where pricing, rather than features, is most important. Expect the share of the feature phones' market to shrink significantly as the cost of smartphones makes it economically viable to sell £10 monthly contracts.