• Nielsen, Tuesday, November 2, 2010 12:29 PM

Thanks to the growing popularity of iPhones and Android-powered devices, 28% of U.S. mobile subscribers now have smartphones, Nielsen reports. Among those who acquired a new cellphone in the past six months, 41% opted for a smartphone over a standard feature phone, up from 35% last quarter. With their computer-like operating systems, smartphones allow for a far more advanced content and communication experience, and are thus seen as fertile ground for advertising and other monetization opportunities.

In the U.S., the Apple iPhone has practically caught up to the RIM Blackberry OS, with 28% and 30% marketshare, respectively. Meanwhile, Google's Android mobile OS is now at 19% and growing, according to Nielsen. (Other estimates suggest that Android has a significantly larger share of the U.S. market.) Among those who chose a device in the last six months, however, Android took the lead in the third quarter, while RIM Blackberry and Apple iPhone are practically tied for second place.

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