The second important factor is how often users turn to their portable devices. So, to check email, surf the Internet, and do other activities, owners of Android smartphones can use any other device, e.g., a PC or laptop. In contrast, Apple owners tend to do all these things with their iPhones, even if they have other devices from the same company.
By the way, it is also relevant to compare iPhone vs. Android customer satisfaction. Almost two-thirds of Apple device users are completely satisfied with their experience and intent to continue buying gadgets from this company. The Android satisfaction level is lower, about 48%. At the same time, users of this operating system are more likely to buy models from different companies than to remain loyal to one brand.
Besides, there is also a difference in how Android users see iPhone users. Due to their higher solvency, the latter tend to be interested in and spend money on various luxury items. It is believed that iOS users are more likely to buy a MacBook than a high-quality (and possibly not cheap) laptop from any other company. Android device owners are more practical in their approach to purchasing gadgets. The difference in buying behavior is extremely important to consider when building marketing campaigns.
Since we have touched on the issue of preferences, let’s see if personality plays any significant role. Studies show that the character traits of Android and iOS users are indeed different:
- Android clients are likely to be introverted, more frugal and careful, tend to follow and obey rather than lead, and are honest with themselves and others.
- iOS clients, as a rule, are extroverted, spend more money (and can do it impulsively); among them, there are more leaders ready to go to all sorts of tricks to achieve their goals.
It is also believed that the owners of Apple devices are more suspicious and attentive to what exactly they install. They will not endanger themselves once again by using unreliable software. That is, their level of safety awareness is higher than that of Android owners.
It is clear that such characteristics are only averaged portraits. Your target audience may differ depending on the specific region due to the difference in mentality, social life, and government policies. At the same time, understanding the typical portrait and behavior patterns of users of different systems allows you and your marketers to understand the difference in Android vs. iOS user experience and how mobile devices and applications are generally used.