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03 February, 2014 - Source: Foolproof

This report sheds light on the Android Engagement Paradox, but also covers wider themes and implications for both smartphone manufacturers and companies providing mobile apps and services.

It has been clear for some time that smartphones are one of the most important technological changes since the web.In 2012, our Going Mobile study was a first look at emerging consumer behaviour and attitudes around mobile. Back then we concluded that the pace of adoption and shifting usage patterns meant that mobile was a moving target for brands – but that the opportunity was large: Mobile was creating new contexts for interplay between consumers and companies.Two years later, the market has developed further, and with it a number of interesting patterns. One of these is the ‘Android Engagement Paradox’: why Android users appear to be less engaged with their smartphones than iPhone users.We wanted to investigate this, first to confirm whether the phenomenon exists and, if so, to understand why. In the course of this research, we have uncovered broader insights into people’s behaviours and attitudes towards smartphones and more importantly, how these seem to change over time.

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