The NPD Group: Android Extends its Smartphone Market Share in the Third Quarter of 2010

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iPhone 4 was the top-selling mobile phone in the third quarter; RIM falls to third place among operating systems

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Much of Android’s quarterly share growth came at the expense of RIM, rather than Apple.

Thanks to continued high-profile handset introductions, the Android smartphone operating system (OS) significantly grew its lead in the U.S. consumer smartphone market in the third quarter (Q3). According to The NPD Group, a leading market research company, Android’s OS was installed in 44 percent of all smartphones purchased in Q3, an increase of 11 percentage points since Q2; Apple iOS held relatively steady versus last quarter, rising one percentage point to 23 percent; RIM OS, fell to third position, declining from 28 percent to 22 percent.

“Much of Android’s quarterly share growth came at the expense of RIM, rather than Apple,” said Ross Rubin, executive director of industry analysis for NPD. “The HTC EVO 4G, Motorola Droid X, and other new high-end Android devices have been gaining momentum at carriers that traditionally have been strong RIM distributors, and the recent introduction of the BlackBerry Torch has done little to stem the tide.”

According to NPD’s Mobile Phone Track, when OS unit share for the third quarter of 2010 is compared to the third quarter of 2009, the declines among Android competitors were as follows: RIM OS share declined by 53 percent; Apple iOS share declined 21 percent. “There has not been much share left to grab from the other operating systems,” said Rubin. “The iPhone has held its own at AT&T, but Apple faces challenges in further expanding its domestic market share, while still retaining exclusivity.”

Based on U.S. consumer purchases of mobile phones in Q3, four of the top five handset models were smartphones, as follows:

1.    Apple iPhone 4 (smartphone)
2.    BlackBerry Curve 8500 series (smartphone)
3.    LG Cosmos (messaging phone)
4.    Motorola Droid X (smartphone)
5.    HTC EVO 4G (smartphone)

Data Note: The information in this press release is from Mobile Phone Track – NPD’s consumer tracking of U.S. consumers, aged 18 and older, who reported purchasing a mobile phone. NPD does not track corporate/enterprise mobile phone purchases.

About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,800 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless. For more information, contact us or visit and Follow us on Twitter: @npdtech and @npdgroup.

Lee Graham     
The NPD Group
(212) 333-4983    


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