Sales of Google's smartphone platform Android have soared 350 per cent in the UK, according to research group GfK.
The latest figures revealed by the German firm show the staggering growth of the platform which accounted for over 13.2 per cent of UK's mobile phone contract sales in the second quarter of 2010, up from a mere three per cent in the preceding period.
The growth has been largely attributed to the release of cutting-edge handsets such as HTC Desire, HTC Wildfire and most recently Samsung Galaxy S which have received both critical and commercial acclaim.
GfK's analyst Megan Beldock commented: "The figures suggest an increasing number of consumers are now asking for Android handsets by name.
"Operating systems are no longer simply a by-product but a key selling point in their own right."
Advanced operating systems, those capable of running independent compatible applications, in general have seen a healthy year-on-year growth in the contract market, up from 55 per cent in Q1 2010 to 66.7 per cent in Q2 2010.
Contract sales for these platforms represented almost three-quarters of all contract sales in June which suggests more and more Britons are opting for longer smartphone contracts.
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