The entire mass of mobile app users is split in two, for the major platforms which are iOS and Android. In order to find out the best possible platform for your application you need to analyze the metrics which will show you where the customer base can be found for your app, and that includes monetization, retention as well as engagement.
In order for a mobile application or game to be successful, it needs to have a good retention rate, as usually more than 60% of the whole player base are gone after 24h once they install the app, so most of the development time might be wasted if the retention rate isn’t improved. Both Android and iOS offer almost the same retention rate, although the iOS platform users tend to keep the app installed for a longer time when compared to Android users. This means that if you are looking for better customer loyalty you are better off using the iOS platform.
Finding the engagement rate is also essential, and this usually contains two different metrics, which are the total session length per month, as well as the average duration of a single session that a person makes. iOS users tend to spend a little more time within a single session, up to 1% more, but that’s not a major difference. When we talk about the number of sessions per month however, we can clearly see that the Android users have up to 18% more sessions during a month, and that is a major difference to say the least. The larger engagement rate seems to be caused by the fact that the Android gamers tend to have fewer applications installed, and that is indeed a major difference.
Lastly, we also need to check out the monetization aspect. In this regard, the iOS gamers tend to deliver up to 45% more revenue than the Android ones, not to mention that they also bring around 10% more than the normal Android paying user, and that is indeed a major difference. The increase in spending is mostly caused by the smaller engagement in the games, which means that the iOS users want to gain the advantages that the game provides via paying other than waiting for a lot of time until they unlock things freely.
Performing marketing automation is important in order to keep the retention rate high, as getting the most out of your applications is indeed essential if you want to gain the best results. No matter what platform you choose to opt for, getting the best results requires a lot of promotion and targeted in-app campaigns, as well as an overall optimization of the user experience. Only by getting the best mobile app retention rates you can gain the best profits, so use the data presented above as a good way to modify your marketing and promotional efforts towards the customer base.