More and more data seems to support the fact that Android is what's in. A new report shows that Android captured 80 percent of the smartphone advanced operating systems market during the first quarter of 2014.

According to an ABI Research report, a little over 240 million smartphones running Android or an Android derivative were shipped during Q1 2014. The total for smartphones with advanced operating systems (read: not a basic mobile phone) in the first three months rounds out to around 300 million. The numbers reveal a loss of 1 percent from Q4 2013 but a year-to-year growth of 24 percent.

And according to ABI, things should only get better.

"Interestingly, basic mobile phones lost 5 percent market share, and Android picked up almost all of these users, suggesting Android is set to gain almost all of the billions of mobile subscribers still upgrading to smartphones," said Nick Spencer, senior practice director of mobile devices. "Certainly, Android looks set to completely dominate the high growth developing markets and increase its market share still further."

The statement contradicts a report by Strategy Analytics earlier this year that said Android, despite capturing almost 80 percent of the entire 2013 smartphone market, would experience a slowdown in growth thanks to saturation.

"We expect Android's growth to slow further in 2014 due to market saturation, and rivals like Microsoft or Firefox will be ready to pounce on any signs of a major slowdown for Android this year," reads the Strategy Analytics report.

Despite the popularity of Apple's iOS (the iPhone series) in the United States, data indicates that Android is the choice around the world.

"Apple's iOS also achieved steady progress with 17 percent year-on-year growth, but growth is undoubtedly flattening and the iPhone 5c has done little to boost sales volumes," ABI states.

"We believe that the disappointing performance in the early part of the calendar year is because Apple has changed its product release cycle to the holiday timeframe," director of tablets at Strategy Analytics Peter King said.

"iOS will likely lose share over the next several months to refreshed Android products, but we believe Apple will win back meaningful high-end market share during the final months of the calendar year."

Last year marked the first year Android tablets finally overtook the iPad as the dominant option globally, but in order to keep attracting customers, Android manufacturers will have to step up their game.

"In 2013, tablets became a mainstream phenomenon, with a vast choice of Android-based tablets being within the budget of mainstream consumers while still offering adequate specifications," Gartner research director Roberta Cozza wrote.

"As the Android tablet market becomes highly commoditized, in 2014, it will be critical for vendors to focus on device experience and meaningful technology and ecosystem value -- beyond just hardware and cost -- to ensure brand loyalty and improved margins."