Smartphones continue to be one of the hottest consumer electronics products in the market, in fact one out of every three mobiles phones shipped worldwide was a smartphone,” said Ramon Llamas, senior research analyst with IDC’s Mobile Phone Technology and Trends team. “The launch of Apple’s iPhone 4S played a key role in smartphone growth to capture pent-up demand, and smartphone launches from other vendors also provided a broad selection to meet varying preferences and budgets.”

But one smartphone remains the most well-known, or at least the most sought after. According to a recent survey from Crowd Science, 38 percent of smart phone owners who don’t own an Apple iPhone would consider switching to one when making their next purchase. Still despite its popularity and its mobile applications, the iPhone represents only a small fraction of today’s opportunity for marketers.

As of the end of second-quarter 2009, according to Apple they sold 26 million iPhones. But this means there are still 244 million mobile phone subscribers in the U.S. who are not using the iPhone, according to statistics provided by CTIA. So marketers dedicating a large amount of their marketing budget and efforts to targeting just 9 percent of their potential audience are not seeing the whole picture

Though it holds only around 9 percent of the global mobile phone market, Apple raked in 75 percent of all profits across the industry last quarter, according to Asymco analyst Horace Dediu. But strong consumer demand for the iPhone 4S, helped Apple recently jump two spots to take third place as the world’s biggest mobile phone maker behind Nokia and Samsung, said research firm IDC. The iPhone maker saw its market share more than double to 8.7 percent, according to IDC, up from 4 percent in 2010′s final quarter.

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