How Android Holds Up Against iOS
A look at how the Android operating system impacts user acquisition for apps. Part two in a two-part series.
A look at how the Android operating system impacts user acquisition for apps. Part two in a two-part series.
In part one in this two-part series, we focused on how the iOS operating system impacts user acquisition for apps. In part two, we’ll explore how the Android operating system impacts user acquisition for apps.
Android devices are more customizable and, therefore, more complicated to use, lacking the elegant interface of iOS apps. They are also generally less expensive, thus becoming more mainstream – especially in global markets. Google operates in a much more open environment, making it easier on the developer but causing some chaos in the marketplace. For example, developers can use multiple billing systems, making it more difficult for a user to purchase an app and causing lower conversions for app developers utilizing premium billing or in-app purchasing. They also have ad-hoc quality control for apps with minimal central vetting, creating a confusing marketplace and major piracy problems. In a recent article, my company reported that premium developers are seeing 100 pirated app installs for every one legitimate paid app install. For developers, app development and porting can be more difficult due to the fragmentation of devices, while device manufacturers can turn off features, adding additional complexity.
Key Points About User Acquisition on Android
Android Demographics
Android users skew male at 73 percent compared to 57 percent on the iPhone and 54 percent on the iPod touch, according to a chart by AdMob.
Additionally, Mobile Mix shows 65 percent of impressions on connected devices are on smartphones, 18 percent are on connected devices, and 17 percent are on feature phones. Of the smartphone OS Mix, 54 percent were Android, 26 percent were iOS, 15 percent were RIM, and 5 percent were other.
The more you know about the device and platform, the more effective you will be in promoting your app. The smartphone market is changing rapidly, so it pays to do your research and adapt your user acquisition strategy based upon the audience you are targeting.