A recent survey conducted by Nielsen confirms that 43% of all U.S. smartphone owners have an Android device.
In addition, more than half of new handset owners surveyed over the past three months by the research company said they chose to purchase an Android device over a competing phone.
Meanwhile, Apple iOS remains popular in second place with 28% of all smartphone users, and the same percentage among those who recently bought a new device.
As Nielsen analyst Don Kellogg points out, the preferences of so-called "recent acquirers" are quite important - as they often indicate where the market is going.
"[Still], those figures could change quickly in the months to come," Kellogg cautioned.
"[Because] every time Apple launches a new iPhone or makes it available on a new wireless carrier, there is an increase in their sales."
The analyst also noted that the lucrative smartphone pie is steadliy increasing as time marches on. For example, while 43% of all mobile subscribers in the US had a smartphone as of August, 58% of those who acquired a new device in the last 3 months chose a smartphone over a feature phone.
"The holiday season and the launch of new devices like the next iPhone could further accelerate smartphone adoption, though this is always tempered by the fact that many consumers are unwilling or unable to break their service contracts before they expire.
"In any event, the growing popularity of app-and-media friendly smartphones spells tremendous opportunity for those advertisers, publishers and developers eager to leverage mobile media," Kellogg added.