Windows Phone considered by 44% of current and potential smartphone owners

This is an interesting report about the continuing rise of interest in Windows Phone. It's amusing to remember the skepticism earlier this year before and after the release of NoDo, yet the platform is still growing at a steady pace and Microsoft has big plans to include the platform with Windows 8 and Xbox to create a unified ecosystem.

Connected Intelligence has reported that Android is the most preferred OS among current smartphone owners and those who intend to purchase a new handset within the next 6 months. 44% of these owners and potential smartphone owners are considering Windows Phone as a credible option.

Check out the press release after the break. 

via: wmpu

Press Release: According to Connected Intelligence, a service from The NPD Group that analyses the confluence of connected devices, access, and content, Android is the preferred operating system (OS) among current smartphone owners and those who intend to buy a new smartphone in the next six months. Android not only generates more interest than any other OS (63 percent), but it is also the platform consumers were “most interested in” (36 percent).

“The Android juggernaut continues, and that’s not great news for some of their OS competitors,” said Linda Barrabee, research director for Connected Intelligence. “For example, one-third of BlackBerry smartphone owners are most interested in Android for their next smartphone purchase. That said, Android is also experiencing continued competition from Apple’s popular iPhone, as well as some nascent competition from Windows Phone 7.”

According to Connected Intelligence’s “Android: Variation and Value-Add” report, Android market momentum is unquestionable — comprising at least half of all smartphone purchases for the past three quarters; however, Android’s continued market dominance is in no way guaranteed. In fact, 44 percent of smartphone owners, and those who intend to buy one, are considering purchasing a Windows Phone 7 (WP7) device.

Even so, there are a number of hurdles. For example, 45 percent of consumers are still not aware of Windows Phone 7. Furthermore among the 50 percent of consumers who plan to purchase a smartphone in the next six months, but who are not interested in Windows Phone 7, the most popular reason given also centered on lack of awareness (i.e., 46 percent felt they “don’t know enough about it”). The second most offered reason was OS ecosystem lock-in (i.e., 21 percent said they have “too much time or money invested in another smartphone OS.”)

“Windows Phone 7 has a way to go before consumers really understand what it is,” Barrabee said. “But with the right marketing mojo, apps portfolio, and feature-rich hardware, Microsoft could certainly improve its standing and chip away at Android’s dominant market position.”

About Connected Intelligence 

Connected Intelligence provides competitive intelligence and insight on the rapidly evolving consumer’s connected world. The service focuses on the three core components of the connected market: the device, the broadband access that provides the connectivity, and the content that drives consumer behavior. These three pillars of the connected world are analyzed through a comprehensive review of what is available, adopted, and consumed by the customer, as well as reviewing how the market will evolve over time and what the various vendors can do to best position themselves in this evolving market. For more information:

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, entertainment, fashion, food, home and office, sports, technology, toys, video games, and wireless. For more information, contact us, visit, or follow us Twitter at

Rich Edmonds
Senior Editor, PC Build

Rich Edmonds was formerly a Senior Editor of PC hardware at Windows Central, covering everything related to PC components and NAS. He's been involved in technology for more than a decade and knows a thing or two about the magic inside a PC chassis. You can follow him on Twitter at @RichEdmonds.