{"id":83662,"date":"2025-05-20T14:01:15","date_gmt":"2025-05-20T13:01:15","guid":{"rendered":"https:\/\/www.freshpies.co.uk\/?p=83662"},"modified":"2025-05-21T16:55:51","modified_gmt":"2025-05-21T15:55:51","slug":"ios-vs-android-ce-que-les-specialistes-du-marketing-doivent-prendre-en-compte","status":"publish","type":"post","link":"https:\/\/www.freshpies.co.uk\/fr\/ios-vs-android-what-marketers-should-consider\/","title":{"rendered":"iOS vs Android : Ce que les sp\u00e9cialistes du marketing doivent prendre en compte"},"content":{"rendered":"

iOS et Android sont les deux principaux syst\u00e8mes d'exploitation mobiles au Royaume-Uni. Ils repr\u00e9sentent jusqu'\u00e0 99% de parts de march\u00e9, avec une l\u00e9g\u00e8re avance d'Android avec <\/span>51% et iOS \u00e0 48%.\u00a0<\/span><\/a><\/p>\n

Toutefois, \u00e0 l'\u00e9chelle mondiale, la situation est diff\u00e9rente, Android ayant une longueur d'avance. <\/span>72.23% <\/span><\/a>de la part de march\u00e9. Dans ce contexte, les responsables marketing doivent comprendre les diff\u00e9rences entre iOS et Android et leur impact sur l'engagement en termes de localisation. Voici un aper\u00e7u de ce que les sp\u00e9cialistes du marketing doivent prendre en compte.\u00a0<\/span><\/p>\n

 <\/p>\n

iOS vs Android<\/strong><\/h2>\n

1. Notifications push et messagerie In-App, iOS vs Android<\/b><\/h3>\n

Sur Android, les notifications restent dans la barre de notification jusqu'\u00e0 ce que vous d\u00e9cidiez de les effacer. Les utilisateurs sont donc plus susceptibles de les voir et de les ouvrir, ce qui est id\u00e9al pour les campagnes SMS, les alertes d'application et les strat\u00e9gies de messagerie flexibles. iOS fonctionne un peu diff\u00e9remment : bien qu'il prenne en charge les notifications, celles-ci ne sont pas aussi persistantes. Cela dit, les utilisateurs d'iOS ont tendance \u00e0 s'engager davantage avec les messages in-app, ce qui conduit souvent \u00e0 des taux d'ouverture et de conversion plus \u00e9lev\u00e9s que sur Android.<\/span><\/p>\n

\"\"<\/b><\/h3>\n

2. Vie priv\u00e9e des utilisateurs et suivi des donn\u00e9es<\/b><\/h3>\n

Le suivi des donn\u00e9es et la protection de la vie priv\u00e9e sont des aspects sur lesquels les logiciels iOS mettent fortement l'accent. Des fonctionnalit\u00e9s telles que la transparence du suivi des applications, qui n\u00e9cessite le consentement de l'utilisateur, ne sont qu'un d\u00e9but. En outre, Meta n'autorise pas le partage des donn\u00e9es sur les anciennes versions d'iOS 14 et moins. Toutes ces mesures limitent les donn\u00e9es des utilisateurs pour les sp\u00e9cialistes du marketing, mais renforcent la confiance des utilisateurs.\u00a0<\/span><\/p>\n

Android a fait des progr\u00e8s en mati\u00e8re de confidentialit\u00e9 des utilisateurs et de suivi des donn\u00e9es, en mettant en \u0153uvre des fonctions de suivi similaires \u00e0 celles d'iOS. Toutefois, le caract\u00e8re personnalisable des syst\u00e8mes Android peut conduire \u00e0 des exp\u00e9riences incoh\u00e9rentes en mati\u00e8re de protection de la vie priv\u00e9e.\u00a0<\/span><\/p>\n

3. Personnalisation et exp\u00e9rience utilisateur<\/b><\/h3>\n

La personnalisation, en particulier, est le point fort des syst\u00e8mes Android, dont le syst\u00e8me d'exploitation est hautement personnalisable d'un appareil \u00e0 l'autre. Cela permet aux sp\u00e9cialistes du marketing de cr\u00e9er des campagnes sp\u00e9cialement destin\u00e9es \u00e0 un type d'utilisateur plus cibl\u00e9.<\/span><\/p>\n

iOS est un syst\u00e8me d'exploitation beaucoup plus simple et fid\u00e8le \u00e0 ses racines. Si la personnalisation des fonctionnalit\u00e9s peut progresser, c'est uniquement du point de vue de l'exp\u00e9rience utilisateur (menus personnalisables, widgets en fonction des pr\u00e9f\u00e9rences de l'utilisateur). Cela permet de simplifier la strat\u00e9gie de marketing en mettant l'accent sur l'engagement. Il convient \u00e9galement de noter que la protection de la confidentialit\u00e9 du courrier d'Apple limite le suivi des courriels. Par exemple, les courriels peuvent tous appara\u00eetre comme ouverts, quelle que soit l'action de l'utilisateur, ce qui rend plus difficile pour les sp\u00e9cialistes du marketing d'\u00e9valuer l'engagement r\u00e9el.<\/span><\/p>\n

4. Politiques et mon\u00e9tisation de l'App Store<\/b><\/h3>\n

Apple a tendance \u00e0 \u00eatre plus strict sur la mani\u00e8re dont les applications gagnent de l'argent, en particulier pendant le processus d'\u00e9valuation. Les utilisateurs d'iOS font g\u00e9n\u00e9ralement confiance aux applications qu'ils t\u00e9l\u00e9chargent et sont plus enclins \u00e0 payer pour elles. Cette confiance se traduit souvent par une meilleure intention de l'utilisateur et, en fin de compte, par des revenus plus \u00e9lev\u00e9s.<\/span><\/p>\n

Avec le Google Play Store, en raison d'un processus d'approbation plus souple, l'\u00e9ventail des applications disponibles est beaucoup plus large. Cela peut entra\u00eener une certaine m\u00e9fiance et une qualit\u00e9 variable des applications, les utilisateurs sachant qu'ils peuvent obtenir une application qui r\u00e9pond \u00e0 leurs besoins en raison de la quantit\u00e9 d'applications disponibles.\u00a0<\/span><\/p>\n

5. Mises \u00e0 jour des logiciels et fragmentation des appareils<\/b><\/h3>\n

Apple contr\u00f4le \u00e0 la fois les logiciels et le mat\u00e9riel en ce qui concerne les mises \u00e0 jour logicielles et la fragmentation des appareils, les nouvelles fonctionnalit\u00e9s \u00e9tant plus largement disponibles, ce qui cr\u00e9e un march\u00e9 plus coh\u00e9rent pour les sp\u00e9cialistes du marketing. Alors qu'Apple laisse \u00e0 l'utilisateur le choix de mettre \u00e0 jour ou non son syst\u00e8me, certaines fonctionnalit\u00e9s sont progressivement supprim\u00e9es par Apple, ce qui oblige les utilisateurs \u00e0 se mettre \u00e0 jour. Cela permet aux sp\u00e9cialistes du marketing de rationaliser leurs campagnes,\u00a0<\/span><\/p>\n

Android est confront\u00e9 au probl\u00e8me de la vari\u00e9t\u00e9. Le syst\u00e8me \u00e9tant largement disponible pour de nombreux fabricants et appareils tels que Samsung, LG, etc. cela conduit \u00e0 des mises \u00e0 jour logicielles beaucoup plus diverses, ce qui entra\u00eene des incoh\u00e9rences au niveau des fonctionnalit\u00e9s et de l'exp\u00e9rience de l'utilisateur.\u00a0<\/span><\/p>\n

Qu'en pensons-nous ?\u00a0<\/b><\/h3>\n

iOS et Android dominent tous deux le march\u00e9 mobile, mais ils pr\u00e9sentent des atouts diff\u00e9rents pour les sp\u00e9cialistes du marketing. Android vous offre une plus grande port\u00e9e, en particulier au niveau mondial, et plus de souplesse en mati\u00e8re de personnalisation et de notifications. iOS, quant \u00e0 lui, offre une exp\u00e9rience utilisateur plus coh\u00e9rente, une plus grande confidentialit\u00e9 et un engagement plus fort, en particulier lorsqu'il s'agit de d\u00e9penses dans l'application.\u00a0<\/span><\/p>\n

Dans l'ensemble, les responsables marketing doivent adapter leur strat\u00e9gie \u00e0 la plateforme et au public qu'ils visent, qu'il s'agisse d'un ciblage \u00e0 grande \u00e9chelle pour Android ou de l'espoir d'un engagement plus riche avec iOS.\u00a0<\/span><\/p>","protected":false},"excerpt":{"rendered":"

iOS et Android sont les deux principaux syst\u00e8mes d'exploitation mobiles au Royaume-Uni. Ils repr\u00e9sentent jusqu'\u00e0 99% de parts de march\u00e9, avec une l\u00e9g\u00e8re avance pour Android (51%) et 48% pour iOS.\u00a0<\/p>\n

Toutefois, au niveau mondial, la situation est diff\u00e9rente, Android \u00e9tant largement en t\u00eate avec 72,23% de parts de march\u00e9. Dans ce contexte, les responsables marketing doivent comprendre les diff\u00e9rences entre iOS et Android et leur impact sur l'engagement en termes de localisation. Voici un aper\u00e7u de ce que les sp\u00e9cialistes du marketing doivent prendre en compte.\u00a0<\/p>","protected":false},"author":11,"featured_media":83664,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1174],"tags":[],"class_list":["post-83662","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing"],"yoast_head":"\niOS vs Android: What Marketers Should Consider - Fresh Pies<\/title>\n<meta name=\"description\" content=\"iOS vs Android, easily the top 2 mobile operating systems in the UK, but what should marketers consider when marketing to both devices?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.freshpies.co.uk\/fr\/ios-vs-android-ce-que-les-specialistes-du-marketing-doivent-prendre-en-compte\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"iOS vs Android: What Marketers Should Consider\" \/>\n<meta property=\"og:description\" content=\"iOS vs Android, easily the top 2 mobile operating systems in the UK, but what should marketers consider when marketing to both devices?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.freshpies.co.uk\/fr\/ios-vs-android-ce-que-les-specialistes-du-marketing-doivent-prendre-en-compte\/\" \/>\n<meta property=\"og:site_name\" content=\"Fresh Pies\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/freshpiesdigital\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-05-20T13:01:15+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-21T15:55:51+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.freshpies.co.uk\/wp-content\/uploads\/2025\/05\/ios.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"4075\" \/>\n\t<meta property=\"og:image:height\" content=\"2717\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Miles Fehmi\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@freshpies\" \/>\n<meta name=\"twitter:site\" content=\"@freshpies\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Miles Fehmi\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.freshpies.co.uk\\\/ios-vs-android-what-marketers-should-consider\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.freshpies.co.uk\\\/ios-vs-android-what-marketers-should-consider\\\/\"},\"author\":{\"name\":\"Miles Fehmi\",\"@id\":\"https:\\\/\\\/www.freshpies.co.uk\\\/#\\\/schema\\\/person\\\/ab627ec66d740c7879934ee2213abbca\"},\"headline\":\"iOS vs Android: What Marketers Should Consider\",\"datePublished\":\"2025-05-20T13:01:15+00:00\",\"dateModified\":\"2025-05-21T15:55:51+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.freshpies.co.uk\\\/ios-vs-android-what-marketers-should-consider\\\/\"},\"wordCount\":680,\"publisher\":{\"@id\":\"https:\\\/\\\/www.freshpies.co.uk\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.freshpies.co.uk\\\/ios-vs-android-what-marketers-should-consider\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.freshpies.co.uk\\\/wp-content\\\/uploads\\\/2025\\\/05\\\/ios.jpg\",\"articleSection\":[\"Digital Marketing\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.freshpies.co.uk\\\/ios-vs-android-what-marketers-should-consider\\\/\",\"url\":\"https:\\\/\\\/www.freshpies.co.uk\\\/ios-vs-android-what-marketers-should-consider\\\/\",\"name\":\"iOS vs Android: What Marketers Should Consider - 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