Which mobile operating system is driving the most internet traffic? That’s an important statistic for marketers, but most don’t know the answer. In fact, the result might surprise you.
Despite higher market share for Google’s Android mobile devices, the Apple operating system, iOS, drives more internet traffic according to the new “State of Mobile Benchmark” study by Adobe.
In the United Kingdom, Germany, China, the United States, France, and Japan, iOS internet traffic from tablet devices beats Android by a significant margin in February 2013. The numbers are closer for smartphones with iOS beating out Android in three of the six countries researched — the U.K., Germany, and China.
In all six countries studied, other mobile operating systems weren’t even close to generating the kinds of internet traffic that iOS and Android do. As you can see below, the gap is largest among U.K. mobile consumers who are also driving the largest percentages of internet traffic from tablets and smartphones.
Tablet Internet Traffic
- United Kingdom: iOS = 84.2%, Android = 13.8%
- Germany: iOS = 81.8%, Android = 17.5%
- China: iOS = 81.6%, Android = 17.3%
- United States: iOS = 77.8%, Android = 20.5%
- France: iOS = 77.4%, Android = 22.0%
- Japan: iOS = 77.2%, Android = 22.4%
Smartphone Internet Traffic (February 2013)
- United Kingdom: iOS = 53.5%, Android = 37.2%
- Germany: iOS = 51.0%, Android = 41.2%
- China: iOS = 49.5%, Android = 45.5%
- United States: iOS = 44.9%, Android = 48.9%
- France: iOS = 36.3%, Android = 60.9%
- Japan: iOS = 32.0%, Android = 49.6%
The important takeaway for brand marketers based on this data is simple. Mobile behaviors, including internet usage, vary based on the mobile operating system. Emarketer predicts that Android will continue to lead the smartphone market and will successfully steal significant market share from Apple over the next five years. As a result, internet traffic from Android smartphones and tablets will go up, too. However, there are inherent differences in mobile engagement between users of the competing operating systems. Brands must consider these differences to maximize mobile marketing return on investment.
In simplest terms, not all mobile consumers are alike. They use their devices differently and they choose devices and operating systems that fit their needs and lifestyles. This data is just one more piece of the brand marketing puzzle.
Is your company targeting consumers with messaging and offers based on the mobile operating system they use? Leave a comment and share your thoughts.
Image: Gonzalo Baeza
Latest posts by Susan Gunelius (see all)
- Coca-Cola Contour Bottle Turns 100 This Year - March 3, 2015
- World’s 50 Most Popular Brands - February 25, 2015
- Brands with the Most Loyal Customers in 2015 - February 18, 2015
- The World’s 50 Most Innovative Companies in 2015 - February 14, 2015
- UK Consumers Will Share Private Data with Brands Under Certain Conditions - February 4, 2015