A new report from mobile marketing automation vendor Swrve points out some differences between iOS users and Android users that have a direct impact on app monetization. When it comes to making purchases, Apple’s platform is the clear winner. iOS users spend 45 percent more on in-app purchases than iOS users, and iOS users are 32 percent more likely to make a purchase. As a result, mobile development firms make 45 percent more revenue per user on iOS, and iOS apps bring in 10 percent more revenue per paying user than Android apps.
On the other hand, when it comes to user sessions, Android comes out ahead. Android users have 18 percent more usage sessions per month than iOS users.
For loyalty, the two platforms are very close to even. “In terms of Day 1 Retention rates, Android users retain at a rate just 2 percent higher than iOS users. However, when it comes to 30 day retention that rate is reversed. iOS retains at a rate 2 percent higher than Android,” stated the report. However, Swrve also added a caveat: “It should be noted that even in an analysis of this scale, those rates fall within the margin of error–the conclusion that iOS users are more loyal in the long term can only be a tentative one.”