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'Phone operating system not as important as network quality'

business Updated: Feb 28, 2012 14:12 IST

While Apple's iOS and Google's Android may be battling it out for dominance of the smartphone market, network quality could be more important to consumers than the phone's operating system (OS) claims a new study.

These findings come as part of a report into the mobile market throughout 2011 released on February 23 by analysts comScore.

The report looked at the reasons behind consumers' decisions to purchase smartphones in the USA and the EU5 (France, Germany, Italy, Spain, and the UK) and found that in both markets the quality of the network service was considered more important than the phone's operating system.

The report asked consumers to rate a variety of factors in deciding to buy a smartphone on a 10-point scale, with 10 being the most important. In the US consumers considered the "network quality of service provider" the most important factor, giving it a score of 8.2, while "phone operating system" received a lower score of 8.1.

In the EU5 the phone's OS was considered even less important among smartphone users; again in this market network quality topped the list of purchase considerations with an overall score of 7.8, followed by "overall cost of monthly service" with a score of 7.7, while "phone operating system" came a mere third with a score of 7.6.

A separate survey released in February by NPD found that 57 percent of smartphone buyers in the US opted for Android devices, primarily due to the wide range of devices available compared to those on other operating systems -- such as Apple's iOS.