The marketing company Trademob decided to find out which platform is better for promoting applications: the one from Apple, or the one from Google?
It is known that iOS and Android are like communicating vessels. When a project is promoted on one platform, its indicators also grow on another. However, it is desirable to promote both there and there. But if you still choose any one platform, which one should you bet on?
Trying to answer this question, Trademob has prepared a whole study. In fact, the Germans compared the two platforms. It turned out very entertaining.
The share of Android smartphones in the market, of course, is greater than that of the iPhone (69.2% vs. 22.1%). And in terms of the number of downloads from smartphones, the Google platform is ahead. But the share of downloads on the iPad surpasses that of Android tablets, despite the fact that Apple has lost market dominance in this segment. Apple now has only 46% of the global tablet market, 48.8% for Android.
By the number of total downloads, iOS overtakes Google Play: 40 billion vs. 25 billion. However, Google has not published new figures since September last year, so exactly how things are at the moment is not entirely clear.
Apple also brings much more money to developers so far, although the revenue dynamics is not as high as Google’s. In terms of the number of available apps, the App Store and Google Play are equal: there are about 800 thousand programs in both stores.
The advantages of the iOS store Trademob brought “predictability”. The position in the store mainly depends on downloads, so the result of advertising campaigns aimed at increasing the number of downloads can be predicted. In Google Play, the algorithm carries much more variables. The wrong traffic was poured in, and your application may even fall in the top.
Also, analysts recorded low fragmentation of the platform in the advantages of the App Store.
As you can see, there were no discoveries and, unfortunately, no clear answer to the question. Marketers will still have to decide where to invest money by promoting the application on their own.