NPD Shows Android in the Lead, Windows Phone Could Gain Share

Posted by at 3:39 pm on September 20, 2011

NPD’s Connected Intelligence in a new study showed major shifts underway in smartphone interest that could play into Microsoft’s hands, not just Google’s. Regardless of the platform, exactly half of everyone looking at a phone was considering a smartphone now.

While Android was still the primary choice for users, about 44 percent of those who either had or wanted a smartphone were at least considering a Windows Phone‚Äč device. Android’s main success was with BlackBerry users, where a third were considering defecting to Android for their next model.

Microsoft faced a steeper challenge than most in simply getting recognition. About 45 percent of the total answering base didn’t know Windows Phone existed. Nearly half of those who wanted a smartphone but didn’t want Windows Phone, 46 percent, said they didn’t know enough about the OS to make a decision.

Apple has remained largely the same with about a fifth overall already planning to get an iPhone again.

The situation has created one of potential for Microsoft but also underscores the ineffectiveness of Microsoft’s ad campaigns so far. Despite spending $500 million just last fall in marketing and more this year, Windows Phone remains just a small fraction of actual sales worldwide and not much higher in the US.

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