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Smartphones Square Off

Android users most likely to surf Web

The iPhone gets a lot of attention—its users consume a lot of advanced mobile content, and are more likely than others to remember mobile ads, according to Brightkite and GfK NOP.

Q3 2009 data from Nielsen shows that Android users are actually more likely than iPhone users to use video, apps and the mobile Internet. Users of both handsets are well ahead of the average smartphone usage, and the average usage among all subscribers.

Mobile social networking activity is a top driver of mobile Internet usage. comScore Mobile found that in July 2009, iPhone owners were the leading social network users among US smartphone owners, but those with Android-based devices were not far behind.

Android devices indexed at a level comparable to the iPhone for social networking and higher for other activities that comScore considers social, such as capturing videos.

Android users were more likely than iPhone owners to surf the Web and use maps and directions, according to an August 2009 study by the CFI Group. The survey also found that, while overall satisfaction with iPhones was somewhat higher than with Android devices, Android owners were happier than iPhone owners with those functions.

Still, the popularity of the iPhone keeps it in the spotlight for mobile Web usage. According to StatCounter, more than 38% of mobile Web activity came from iPhones, compared with less than 6% from Android-based devices.

Keep up on the latest digital trends. Learn more about an eMarketer Total Access subscription, today.

Check out today’s other article, “CPGs Focus on Social Relationships.”

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