Differences Between iOS and Android Users and How They Impact Your Mobile Marketing Campaigns

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You've most likely noticed that smartphones are everywhere, right? If you are riding a bus or a train, standing in line at the bank, or being a spectator at an event you see people using their smart phones to text, surf the web, update their Facebook status, check their stocks, and, oh yeah, make phone calls. But have you noticed that there is a distinct difference between the kinds of people that buy the different kinds of mobile phones?

Well, marketers have noticed a distinctive difference between those who buy iOS, or Apple products, which include, of course, the iPhone and the iPad, and Android users. While these are not the only two mobile operating systems, they are two of the most popular, and observing the demographic and psychographic differences between the two audiences is a fascinating exercise for marketers who are trying to grab their attention and sell them stuff.

According to a survey conducted by Hunch in August of 2011 about the real differences that exist between the two populations:

Market share for smartphone operating systems in Q2 2011
39% Android
28% iPhone
20% Blackberry
9% Windows Mobile
4% Other

The core demographic differences between Android and iPhone users includes:
Android:
10% more likely to be male
86% more likely to live in the country
17% more likely to live in the suburbs
80% more likely to only have a high school diploma
20% more likely to be conservative
24% more likely to have an annual household income between $50k and $100k

Device usage: 35% more likely to pass time in a long line by texting on their phone

iPhone:
18% more likely to be women
27% more likely to live in a city
29% more likely to be age 35+
37% more likely to have a graduate degree
17% more likely to be politically liberal
67% more likely to have an annual household income of $200k or more
54% more likely to pass the time in a long line by checking email

Source: blog.hunch.com/?p=51781

The infographic created with the survey results is fascinating, but our goal is not to simply point out the differences, but to remind you that mobile marketing is about reaching people--your ideal customers to expose them to your products and services. Knowing that these intrinsic differences exist between users of these two operating systems can help to inform you marketing campaigns.

Take a look at your analytics logs and see how many users are accessing your website, mobile site and mobile app using the various platforms. Peruse these survey results and even more granular information to get ideas for how you can best tailor your mobile marketing campaigns to target your ideal customers.

Sending surveys to your current customers is another way to take the temperature of your audience. Publish the survey on your regular website and on your mobile site and see which one attracts the most participation. Mobile marketing is a fast growing channel. Getting in there and learning about the differences between the users of the two biggest mobile operating system can help inform your mobile marketing campaigns.

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