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According to a 2017 App Annie study, both iOS and Android downloads grew by 15% year-over-year to reach nearly $25 billion worldwide. This only includes new downloads, and excludes re-installs or downloads from prior quarters.

A study by Gartner found in the last half of 2016, 87.8% of smartphones sold worldwide were Android which is 3.1% higher than what it was one year ago. iOS’s market share, on the other hand, is at 11.5%. This growth dominates other platforms significantly as Windows only accounted for 0.4% of all smartphones sold, for example.


Recommended Reading: What Mary Meeker’s 2017 Internet Trends Report Means For Mobile App Development


Although Android still dominates the global market share, iOS devices have achieved a year-on-year-growth across most countries aside from Germany and China. Apple manages to maintain a strong user base in well established and affluent markets.

It’s clear that competition is heavy for both iOS and Android, meaning there is no clear distinction on which platform is easier to succeed on. We’ve outlined 5 considerations that will help you choose the platform that best aligns with your business objectives.
1. Demographics

First, you’ll need to understand who your audience is by analyzing demographics. iOS users are typically a little younger and the majority live in North America and Western Europe. They spend more money on in-app purchases and typically download business, education, and lifestyle apps from the App Store.

While iOS users occupy a smaller share of the global market, they have higher incomes, and have higher app engagement rates as they spend an average of 4x longer in-app than Android users. These are key demographic characteristics you should be analyzing when choosing between iOS and Android.

If you’re targeting a global market, Android gets a lot more app downloads. In Q3 2015, worldwide downloads on the Google Play Store were 90% higher than the App Store. App Annie says this rise is due to the growth of inexpensive smartphones in markets like India, Indonesia, and Vietnam.

If your audience mainly lives in South America, Asia, Central and Eastern Europe, you may want to consider building your app for Android. These users are a lot more aware of price-quality ratio and download apps ranging from tools to entertainment to communication categories. Additionally, they prefer in-app ads.



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