Google‘s (NASDAQ:GOOG) Android continued to increase its smartphone market share in the U.S. in beginning of 2012, according to the results of comScore’s U.S. smartphone survey. It managed to increase its share of the smartphone market to 50.1% in the last three months, compared to 46.9% in the period before. Even Apple‘s (NASDAQ:AAPL) iOS saw its market share increase from 28.7% to 30.2%, primarily due to the continued high sales of the iPhone 4S.
On the other hand, almost all other platforms lost market share, with Research in Motion‘s (NASDAQ:RIMM) Blackberry’s share declining nearly 3.2% and Microsoft‘s (NASDAQ:MSFT) Windows Phone and Windows Mobile combined market share declining 1.3%. 
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Mobile advertising accounts for around a third of Google’s total value. Google is betting on Android to drive mobile ad revenue in the coming years as smartphone and tablet penetration increases, and advertisers increasingly use the mobile advertising route to reach potential customers. Since Google, ironically, generates higher average advertising revenue from iOS devices, it benefits from an increase in mobile internet usage driven by higher sales of iOS devices, as well as Android devices.
We currently have a $670 Trefis price estimate for Google, which stands nearly 4% above its market price.Notes:
- comScore Reports February 2012 U.S. Mobile Subscriber Market Share, Press Release [↩]