iPhone, Android Share Could Double in Next Year

By Jennifer Lawinski

Move over BlackBerry.

As more customers consider upgrading to a smartphone, Apple iPhone and Android devices are expected to double in market share of new sales next year, according to a new study from the IHL Group and Retail Connections.

The study finds that only 24 percent of smartphone users were considering the BlackBerry and 10 percent had designs on a Windows smartphone.

"The iPhone is quickly replacing the BlackBerry in the mindshare of consumers and the executive office for many retailers," said Greg Buzek, President of IHL Group, in a statement. "The growth in the executive office of retailers and store associates is most striking."

The IHL Group surveyed 570 consumers and 66 retailers, focusing on consumer use for social media and commerce and how retail can use smartphones to engage customers.

The study found that only 19 percent of retailers support management reports on the iPhone, but that number is expected to increase to 60 percent in the next year. iPad adoption should leap from 5 percent to 47 percent in that same time. Android-based devices will see increased adoption, from 14 percent to 33 percent, the study said.

"The iPad ushered in the age of the tablets, and retailers are going to adopt these quickly," Buzek said. "Retailers have longed for moderately priced handheld devices for their sales associates and store managers to enhance the consumer experience. With the advent of the iPad, we have seen the price drop from $1,500 a device to under $500 in volume. Some retailers are looking for these tablets to eliminate POS locations in their stores altogether."

The study found that 35 percent of smartphone users have received and/or redeemed a coupon sent via text message, and 54 percent of retailers plan to have the ability deliver and scan electronic coupons within the next year.

This article was originally published on 2010-11-09