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Keeping up with the Android: Segmenting the Smartphone Market vs. iPhone and BlackBerry
Javelin Strategy & Research, Dec 2010, Pages: 23
The smartphone market has grown rapidly during the past few years, gaining widespread popularity with a variety of consumers. In particular, the Google operating system, Android, has undergone explosive growth during its two years of existence and is poised to lead the market in consumer adoption within the next year. This report examines the current state of the smartphone market and its three key players: the Apple iPhone, Research in Motion’s BlackBerry and the Google Android. The majority of this report focuses on key findings related to the Android operating system, including demographic trends, security perceptions, mobile payments development and marketing strategies for financial institutions (FIs), issuers and finance-related vendors alike. Understanding the nuances of the still developing Android owner population is essential for any mobile-centric institution that seeks to benefit from the smartphone market.
Primary Questions
- What is the current state of environment for the smartphone market, and how is it expected to change in the near future?
- How does Google’s Android operating system compare with RIM’s BlackBerry and Apple’s iPhone in market share and consumer adoption?
- What are the demographic trends associated with Android owners?
- What are the security threats that are unique to the Android operating system? How should finance-related institutions address these concerns as mobile money movement technology gains popularity with U.S. consumers?
- What are some of the key initiatives propelling mobile money movement technology and adoption? How can targeted marketing to Android owners be utilized by FIs, issuers and carriers to increase consumer adoption of new technology?
Methodology
This report is based on data collected online by Javelin in September 2010 from a random-sample panel of 4,998 consumers. The survey
targeted respondents based on representative proportions of gender, age and income compared to the overall U.S. online population. Overall margin of sampling error is ±1.39% at the 95% confidence level. This report is also based on data collected online from a random-sample survey panel of 3,100 respondents with mobile phones in July 2010. The overall margin of sampling error of ± 1.76% is at the 95% confidence level. Also incorporated is the 2010 Mobile Banking Scorecard, which reviewed the top 18 financial institutions offering customer-facing mobile banking services (out of the top 40 financial institutions by deposit base).
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