iOS and Android are easily the top 2 mobile operating systems in the UK. Attributing for up to 99% of the market share, with Android slightly edging the battle with 51% and iOS at 48%. 

However, globally, this is a different story with Android way ahead on 72.23% of the market share. Given this, marketers should understand the differences between iOS and Android and how they impact engagement in terms of location. Here is a breakdown of what marketers should consider. 

 

iOS vs Android

1. Push Notifications & In-App Messaging, iOS vs Android

On Android, notifications stick around in the notification bar until you choose to clear them. This means users are more likely to see and open them, which is great for things like SMS campaigns, app alerts, and flexible messaging strategies. iOS works a little differently—while it does support notifications, they’re not quite as persistent. That said, iOS users tend to engage more with in-app messages, which often leads to higher open and conversion rates than on Android.

2. User Privacy & Data Tracking

Data tracking and privacy are something that is heavily emphasised when it comes to iOS software. Features such as App Tracking Transparency, which requires user consent, are just the start of it. Also, Meta is not allowing data sharing on older versions of iOS 14 and under. All of this has limited user data for marketers but solidifies user trust. 

Android has made advancements when it comes to user privacy and data tracking, implementing similar tracking features as iOS. However, due to how customizable Android systems can be, it can lead to inconsistent privacy experiences. 

3. Customisation & User Experience

Customisation, especially, is where Android systems lead with their operating system being highly customisable across devices. This allows marketers an advantage to create campaigns specifically for a more targeted type of user.

iOS is a much simpler and sticks to its roots operating system. While features may advance in customisation, it’s only from a user experience standpoint (customisable menus, widgets to suit the user’s preference). This allows for a more simplified marketing strategy with engagement being the focus. It’s also worth noting that Apple’s Mail Privacy Protection limits email tracking. For instance, emails may all appear as opened regardless of user action, making it harder for marketers to gauge real engagement.

4. App Store Policies & Monetisation

Apple tends to be stricter about how apps make money, especially during the review process. But that’s worked in their favour, iOS users usually trust the apps they download and are more willing to pay for them. That trust often leads to better user intent and, ultimately, higher revenue.

With the Google Play Store, due to more lenient app approvals, there is a much broader scope of apps available. This can potentially lead to distrust and varied app quality with users knowing they can they can get an app that suits their needs due to the amount of apps available. 

5. Software Updates & Device Fragmentation

Apple controls both software and hardware when it comes to software updates and device fragmentation, with new features more widely available, creating a more consistent market for marketers. Whilst Apple gives the user a choice to update their systems or not, certain features Apple phases out, forcing them to update. This helps marketers streamline campaigns, 

Android face the issues of variety. With the system being widely available to many manufacturers and devices such as Samsung, LG and etc. This leads to far more diverse software updates, leading to inconsistencies in features and user experience. 

What Do We Think? 

Both iOS and Android dominate the mobile market, but they offer different strengths for marketers. Android gives you greater reach, especially globally, and more flexibility with customisation and notifications. iOS, meanwhile, offers a more consistent user experience, stronger privacy, and higher engagement, especially when it comes to in-app spending. 

Overall, marketers should tailor their strategy to the platform and the audience they’re targeting, where that is targeting at scale for Android or hoping for richer engagement with iOS.