5 Differences Between Android And iOS Owners You Probably Aren’t Aware Of
If men are from Mars and women from Venus then iOS users are from Jupiter and Android users are from Saturn. Much like the renowned differences between the sexes, over the years it has become rather obvious that you can find diverse tendencies between the two groups that use those operating systems. As an experienced mobile app developer, we have found 5 differences between Android and iOS owners you probably aren’t aware of, but should be if apps are part of your business model.
Along with our own years of experience in app development, we have researched a handful of interesting reports including a recent report from AppsFlyer, a mobile ad attribution vendor. These reports accumulated data from thousands of apps and millions of users to draw some very interesting and worth noting disparities between the two groups.
The 5 differences you probably didn’t know
- Conversion Rates – Intent driven categories rule for Android with Transportation, News & Magazines, Lifestyle and Finance taking the top spots for click-to-install conversion rates. iOS is a bit different with Health & Fitness, Business, Productivity and Lifestyle taking the top 4 spots, with Health & Fitness having a rate four times that of the sixth category, games. This seems to indicate that both groups prefer apps that give them what they expect, however iOS users then appear more educated and affluent. In both cases Games rated about the same with most other categories radically different for click-to-install rates.
- Retention Varies – The retention score for app categories, based on 1, 7, and 30 day retention periods, varies a lot between the two systems. Surprisingly music on Android as a category retains at twice the rate compared to iOS. Productivity is also at about a 2 to 1 ratio. On the flip side social networking is almost a 2 to 1 favorite for iOS compared to Android and games also hold about a 30 percent edge. This certainly shows that cross-platform apps should not expect similar numbers depending on category.
- Weekend Rules for iOS Installs – For the most part, Android installs are fairly consistent over a seven day week. While there is a slight 6% spike of installs on Sunday, with a higher than average rate on Monday as well, overall the numbers are fairly even with Friday being the opposite of Sunday. iOS, on the other hand, has a very large spike of activity on Saturday and Sunday followed by a 20% drop to Monday and another 5% drop that lingers until Friday begins to pick back up. In regards to the time of day installs happen, there is a steady upward trend that starts at 7 a.m. that peaks at 8 p.m. with a sudden drop off after that point.
- Sunday versus Monday Engagement – Interestingly enough Android users have increased In-App engagement on Sunday, while Android decreases, with Android’s Saturday In-App engagement already starting from a lower point that its counterpart. When iOS then begins a steady drop on Monday before dipping sharply on Friday, Android spikes up 10% for Monday before a small decrease during the week and a dip on Friday showing that more Android users are less engaged on the weekend.
- Direct Marketing is Strong – Overall the retention rate of direct marketing channels stays high for both iOS and Android. Android has a slight edge in both QR Code and Email marketing channels and over a 10% lead in SMS, but the retention rates over 1 day, 7 days and 30 days are still very strong and shrink uniformly.
So what have we learned? As expected Android and iOS users have different tendencies. However within those differences we can also plainly see some similarities, especially with the difficulty in maintaining retention. The bottom line is that app development and marketing is still a very tough game and because of the thin margins between success and failure you need to pay attention to what your users want, expect and need along with the best times to connect. These 5 differences between Android and iOS owners you probably weren’t aware of are a great example of how data can help you make smart decisions during the lifecycle of your app to ensure you make the most from it.
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