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Insights & Events
11 June, 2018
Android and iOS devices have a clear duopoly on the mobile market with a combined market share of 98%. For many, the decision of operating system comes down to the price, functionality, and security of the mobile device it comes installed on. Because of this, a user’s choice of mobile platform can provide insight into their behaviour and habits.
We look into the differences in consumption habits amongst Android and iOS users.
As of April 2018, Android has just over two thirds of the global market share (76.53%). With a broad price range of devices allowing for a lower entry-level price point, Android has an advantage over Apple in emerging markets in Asia, Africa and South America.
Although Android has a greater market share than Apple globally, Apple dominates the market share in developed countries, with 53.26% share in Canada, 53.33% share in Australia and 54.40% share in the US.
Location may dictate which operating system your app should prioritise. If you are launching your app in an emerging market, Android development should be prioritised. However if your app is being launched in developed countries you will want to prioritise the iOS operating system.
US based Apple users earn more than their Android counterparts with average incomes 40% higher. Globally, Apple users spend nearly 2.5 times more per average user on in-app purchases than Android users.
Not only do iPhone users spend more per purchase, for eCommerce and Gaming apps, they also make purchases more frequently. In contrast, Android users are more likely to spend money on utility apps.
With iOS users having a higher income and propensity to spend in-app, eCommerce apps will see the best returns by targeting Apple users. With Android users having a lower propensity to spend in-app, developers should consider this when deciding how to monetise their Android app. In order to maximise returns, they should prioritise in-app advertising or another alternative as a revenue source.
When it comes to user engagement, iOS outperforms Android, with 12 – 13% more average sessions per daily active user. However we may see this change with Apple’s latest feature release notifying users of how much screen time they’ve spent on their phone.
In terms of categories, the Apple App Store’s top 3 app categories are Gaming, Business and Education, whilst Google Play’s top 3 app categories are Tools, Communication and Entertainment.
Based on these insights it suggests that the platform can influence where you can reach new users. For example, if you have an iOS gaming app, advertising in similar games might be a good channel to acquire new users considering Gaming is the most popular category for Apple users.
This can also influence your method of monetisation. Considering iOS users spend a lot of time in gaming apps, a good way to make money from yours is with in-app advertising putting ads in front of your users.
When it comes to Apple vs Android, one is not better than the other. Both possess their own benefits for example, Android’s large global market share increases the potential for your app to have a larger audience, however Apple users dominate developed markets and tend to be more engaged with a higher income. App advertisers should consider these differences in context of their business objectives when planning their app marketing strategy.
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