In particular, "Android continues to be the most popular smartphone operating system, with 38 percent of smartphone
consumers owning Android devices." That said, while Android also leads among those who recently purchased a new smartphone, it's actually the Apple iPhone that has shown the most growth in recent
months, Nielsen points out.
Regardless of the operating system, publishers and advertisers are no doubt thrilled over the rapid rise of smartphones. That's because, unlike feature phones, smartphones can support the most advanced forms of digital advertising, as well as branded applications.