LONDON: Brand owners employing mobile marketing techniques to reach UK consumers should adapt their approach to suit the profiles of customers using different smartphones, a study has argued.

Analysis commissioned by digital banking firm Intelligent Environments revealed that 28% of smartphones are powered by Google Android.

Apple's iPhone registered a total of 26% overall, while Research in Motion's BlackBerry secured 14%.

More specifically, 36% of users in the 25-34 year old demographic owned an Android phone.

Elsewhere, the study reported 18% of people subscribing to Apple's iPhone spend at least four hours a day using their phone, measured against 4% apiece for counterparts with Android and BlackBerry alternatives.

Some 63% of Apple's audience stated that social networking tools were among their three favourite available apps, as gaming applications logged 48%.

The BlackBerry population demonstrated the lowest engagement regarding applications, seen as a key battleground in the mobile sphere, as approximately 20% never access these appliances.

For 34% of Android customers, location-based offerings such as maps and travel-planning services fell within the three categories they used most commonly, as Apple and BlackBerry scored 28%.

Meanwhile, 18% of iPhone users said their primary bank account is always overdrawn, ahead of a 12% norm across the UK.

Only 13% of BlackBerry subscribers were in the same situation, while 10% earn a minimum of £50,000 ($80,585; €56,724) a year, compared with 6.7% of iPhone advocates and 5% of Android buyers.

"The top three mobile platforms in the UK certainly seem to attract different personalities," said James Richards, Intelligent Environments director, mobile.

"It's fair to say that iPhone and BlackBerry have strong identities but given that Android is on a number of handsets, we are clearly seeing more of a mixed user base."

"Perhaps we will see the telecoms industry of the future tailoring their apps and services further to suit the variety of demands being placed on the mobile."

Data sourced from Press Association; additional content by Warc staff