Smartphone users prefer Google's Android platform to Apple's iOS by nearly two to one, according to new research from consultancy firm Accenture that polled almost 18,000 in markets across the world.
According to a new study, Android is the preferred mobile operating system for 41 percent of those it polled; only 22 percent said iOS was their favourite, fractionally ahead of Microsoft, which got a surprisingly high 18 percent.
The results are part of Accenture's Mobile Web Watch study, which analysed the mobile web habits of more than 17,000 people across the globe.
Some of the results are unsurprising: the majority of people (69 percent) now access the internet via a mobile device at least once a day; email is the most commonly used mobile internet service.
Meanwhile the extent to which teenagers are addicted to messaging was laid bare: with 68 percent of 14- to 19-year-olds using IM daily.
The report also highlighted the growing digital divide between generations: 82 percent of those aged between 14-29 had accessed the internet via a mobile device, compared to just 45 percent of those above 50.
However, while the use of mobile devices for work purposes is certainly high, with 20 percent logging on every day for work matters, the majority, 58 percent, do so for personal reasons.
Nikolaus Mohr, a managing director in Accenture’s Communications, Media & Technology unit said the figures underlined the growing opportunities for firms to take advantage of the growth of mobile technologies.
“The growth in use of mobile devices to access the internet, in conjunction with a willingness to pay for mobile services such as cloud or premium services, is opening up a host of opportunities for market players in the communications, media and technology industries,” he said.
This echoes a similar sentiment put forward by eBay chief executive John Donahoe at a conference in September in which he urged firms to ensure they could meet the exploding mobile commerce market.
The report comes as Apples new iPhone 5 competes for market dominance with Samsung's Galaxy S3, although our head-to-head review struggled to separate the two devices.
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