Google’s (GOOG) Android OS will be coming on strong in 2011 to challenge Apple’s (AAPL) iPhone/iPad app dominance, according to a new study from cross-platform mobile ad network Millennial Media and DigiDay.
29 percent of publishers and developers surveyed said they plan to add Android apps. This beats out the 20 percent reported for both iPad and Windows Phone 7.
ReadWriteWeb said: “Seeing Windows Phone 7 make the list of up-and-comers may be a little surprising, but it speaks well for the platform’s future, mainly due to Microsoft’s (MSFT) apparently successful efforts to generate developer interest in its new mobile operating system and its fairly positive reception among technology reviewers and enthusiasts.”
WP7 launches in the U.S. market next week.
Only eight percent of developers not currently writing for the iPhone plan to adopt the platform in the Chinese Year of the Rabbit.
“We have seen significant cross-platform adoption in the past year and can expect to see continued growth and diversity in the coming year,” said Mack McKelvey, senior vice president of marketing at Millennial Media.
Reach is key
Developers ranked the reach of a platform as their top consideration when choosing what they will develop for. Demographics were the second most important concern, followed by better branding, ease of use, and higher sales potential, respectively.
As it stands in 2010, iPhone leads the platform wars, attracting 30 percent of the pack. iPhone is followed by Android (23 percent) and iPad (21 percent). Still, Apple and RIM (RIMM) experienced year-over-year declines.
Publishers generally were upbeat with revenue estimates for 2011. 31 percent are projecting 100 percent increases or more. 17 percent expect an increase of 50 percent or more, and six percent anticipate at least 25 percent growth.
Only ten percent expect growth to be flat.
The survey on plans was conducted among approximately 600 developers, advertisers and publishers. If you provide your email address, the report can be downloaded for free from Millennial Media’s website.
