Mike Wilt’s post about resolutions wisely counsels all of us in marketing to experience things the way our audience does: “If your customers are all walking around on their iPhones, why do you cling to that Blackberry? Treat yourself to a new tech toy and go where your users go.”

So I finally joined the latter half of the previous decade and got a new smartphone. However, I did leapfrog to 2012 by going with the Samsung Galaxy and the Android platform. Why not an iPhone as Mike suggested? Well, here in the agency world there are plenty of Apple fanatics, but in the business world where I spend my time, the legacy Blackberry platform is the clear leader but moving to Android as the Blackberry declines.

According to ComScore's three-month report on mobile subscribers (ending in November), “Android is the top mobile OS. Apple did see its smartphone market share grow a bit, from 27.3% to 28.7% in the last three months. But Google's Android platform is still crushing it with 46.9% of the smartphone market in the U.S. RIM's BlackBerry OS continues to flail, dropping to 16.6% of the market from 19.7% three months ago. Windows Phone is treading water with about 5% of the market.”

According to Jumptap's latest “MobileSTAT” report as reported in B2B, Android-powered devices had a 52.7% share of the U.S. mobile market in November, compared with Apple's iOS' 22.1% share. But take heart, iPhone lovers, “Apple mobile devices lead in user ad interactivity, with click-through rates of 0.72% compared with an average of 0.65% for all mobile operating systems.”

I’ve seen other studies that say that the iPhone has overall market share leadership. Sometime I think these articles come out just to give the fanatics on both sides something they can comment on to death.

While the overall market share numbers are interesting, the important thing for marketers is, what are your customers and prospects using? How and where are they getting their information or experiencing your communications and web presence? Do you know?

If not, make a resolution to find out. Whether it’s through formal research or a quick and easy survey of your customer list or asking your sales force to stop, look and listen…find out. The worst that can happen is that you’ll find out that your audience is evenly split among the top three platforms and you have to think about catering to all of them. But at least you’ll know. And that probably isn’t the way it will turn out anyway.

Next, check out what your E-newsletters and websites look like on your audience’s platform(s) of choice. You probably won’t like what you see, but you’ll understand why you need to plan on implementing a mobile web design approach in the very near future. Fortunately, it may not be as daunting as only a few months ago, thanks to approaches like responsive web design as outlined in Jennifer Brown’s post.