8 APRIL 2014
While Android’s growth in global market share prompts
brands, marketers and developers to reconsider the “iOS
vs. Android”...
MARKET SHARE
SMARTPHONE MARKET SHARE
COMSCORE, FEB 2014
Global market share is not indicative of US market
share: iOS continues to hold...
TOP SMARTPHONE MANUFACTURERS
Premium smartphone brands — including Samsung, LG & HTC —
are helping Android catch up to iOS...
TABLET MARKET SHARE
GARTNER, FEB 2014
Global (2013)
NPD GROUP, DEC 2013
US (2013)
61.9%
36%
2.1%
33% 59%
8%
Top Global Tab...
7
KEY TAKEAWAYS
MARKET SHARE
Global market share is not indicative of US market share: iOS
continues to hold its own in th...
ENGAGEMENT &
MOBILE APPS
MOBILE WEB TRAFFIC BY DEVICE
WALKER SANDS, FEB 2014
Global (Q4 2013)
WALKER SANDS, FEB 2014
Global (Q4 2012)
49.6% 45.9%
O...
Women
Men
30:58
29:32
3:46
3:45
USAGE PREFRENNCES
NIELSEN, MAR 2014
Consumers have voiced an overwhelming
preference for a...
APP DOWNLOADS
APP ANNIE, JAN 2014
In 2013, global app downloads from Google Play exceeded the iOS
App store for the first ...
APP DOWNLOADS
The iOS App store generated over 2x revenue than Google
Play, with mobile developers in North America and Eu...
13
KEY TAKEAWAYS
ENGAGEMENT & MOBILE APPS
Android’s rapidly increasing global market share has positioned the OS to
overta...
AUDIENCE &
PHYSICIAN INSIGHTS
SMARTPHONE SHARE BY AGE & EDUCATION
PEW RESEARCH, JUN 2013
US Smartphone Share By Age (2013)
Men are more likely to
have A...
SMARTPHONE SHARE BY INCOME
NPD GROUP, FEB 2014
Premium consumers own
iPhones, with over one-third
of all iPhone owners in ...
PHYSICIAN INSIGHTS
Constantly on the move, HCPs are digital omnivores –
using a desktop computer, tablet, and smartphone –...
PHYSICIAN INSIGHTS
Physicians and EHR companies have voiced a
clear iOS preference.
Of physicians who use
apps on their sm...
APPLE HEALTHBOOK PREVIEW
Healthbook is poised to position Apple as the mobile
health platform of choice for consumers, hea...
20
KEY TAKEAWAYS
AUDIENCE & PHYSICIAN INSIGHTS
Android holds a sizeable lead in market share with younger age groups (34
a...
KLICK
PERSPECTIVE
THE IOS VS. ANDROID DEBATE
“Developers are (moving)
from creating new products
on the basis, ‘iPhone, then
maybe Android’ ...
IOS VS. ANDROID CONSIDERATIONS
Who is your audience, as what are their OS preferences
and user behaviors?
Web analytics, o...
THANK YOU.
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Apple iOS vs. Google Android for Healthcare Marketers

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When looking at mobile you need to consider the two big platforms: Apple's iOS and Google's Android. This presentation looks at the current state of the nation and talks about what healthcare marketers need to consider when approaching mobile.

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Apple iOS vs. Google Android for Healthcare Marketers

  1. 1. 8 APRIL 2014
  2. 2. While Android’s growth in global market share prompts brands, marketers and developers to reconsider the “iOS vs. Android” debate, market research and data shows that iOS continues to hold its own in the United States and specifically, within the most desirable consumer segments. While an “iOS first” strategy remains the recommendation for marketers and brands, it cannot simply be “iOS only” — Android’s growing market share and the release of premium devices by Samsung, HTC and LG position it as an iOS competitor sooner, rather than later. Finally, the demographics of the brand needs to be considered. For some conditions the relevant market will inform the decision about which platform to start with, but the end point should be the same: both are important. SUMMARY
  3. 3. MARKET SHARE
  4. 4. SMARTPHONE MARKET SHARE COMSCORE, FEB 2014 Global market share is not indicative of US market share: iOS continues to hold its own in the US, with over 2x usage than the global market. Global (Q4 2013) IDC, FEB 2014 US (Q4 2013) 78.1% 17.6% Other 4.3% 51.7% 41.6% Other 6.7%
  5. 5. TOP SMARTPHONE MANUFACTURERS Premium smartphone brands — including Samsung, LG & HTC — are helping Android catch up to iOS in US market share. Global Sales (2013) US Sales (2013) Others 45% 26% 8% 6% 4% 11% IDC, JAN 2014 NPD GROUP, FEB 2014 Others 31.3% 4.8%15.3% 4.5% 39.3%4.9% Denotes brands that offer Android as one of their smartphone operating systems Premium Smartphone Brands – 40%
  6. 6. TABLET MARKET SHARE GARTNER, FEB 2014 Global (2013) NPD GROUP, DEC 2013 US (2013) 61.9% 36% 2.1% 33% 59% 8% Top Global Tablet Manufacturers (2013) 31% 19.1% 5.6% 4.8% 3.3% Apple continues its tablet dominance in the US, outselling Android tablets at nearly a 2:1 ratio.
  7. 7. 7 KEY TAKEAWAYS MARKET SHARE Global market share is not indicative of US market share: iOS continues to hold its own in the US, with over 2x usage than the global market. Premium smartphone brands — including Samsung, LG & HTC — are helping Android catch up to iOS in US market share. Apple continues its tablet dominance in the US, outselling Android tablets at nearly a 2:1 ratio.
  8. 8. ENGAGEMENT & MOBILE APPS
  9. 9. MOBILE WEB TRAFFIC BY DEVICE WALKER SANDS, FEB 2014 Global (Q4 2013) WALKER SANDS, FEB 2014 Global (Q4 2012) 49.6% 45.9% Other 3.7% 42.4% 51.8% Other 3.9% Android’s rapidly increasing global market share has positioned the OS to overtake Apple in overall mobile web traffic in 2014. Android Smartphones 45.6% Android Tablets 4% iPhones 32% iPad 13.9% Android Tablets 2.5% Android Smartphones 39.9% iPhones 34.8% iPad 17% +16.9% (Q4 2012) -11.4% (Q4 2012)
  10. 10. Women Men 30:58 29:32 3:46 3:45 USAGE PREFRENNCES NIELSEN, MAR 2014 Consumers have voiced an overwhelming preference for apps. (Note, however, that many apps such as Facebook open web pages as part of their functionality.) 89%of mobile media time is spent using apps. In 2013, Americans spent over an hour each day engaged with mobile media, a 25% increase from 2012. 33:17 Monthly 34:44 Monthly Women spend almost an hour and a half more than men MONTHLY USAGE OF APP AND MOBILE WEB NIELSEN, MAR 2014 Mobile Web Mobile Apps
  11. 11. APP DOWNLOADS APP ANNIE, JAN 2014 In 2013, global app downloads from Google Play exceeded the iOS App store for the first time. While the iOS App Store’s popularity includes some of the most desirable mobile consumer markets, four of the five top Google Play countries are emerging mobile markets. 0 20 40 60 80 100 120 140 160 2012 2013 IndexedDownloads(in MM) App Downloads (2013) APP ANNIE, JAN 2014 Top App Downloads By Country (2013) 1. United States 2. China 3. Japan 4. United Kingdom 5. Russia 1. United States 2. South Korea 3. India 4. Russia 5. Brazil Emerging Mobile Markets
  12. 12. APP DOWNLOADS The iOS App store generated over 2x revenue than Google Play, with mobile developers in North America and Europe prioritizing iOS over Android. APP ANNIE, JAN 2014 0 20 40 60 80 100 120 140 160 180 200 2012 2013 TotalRevenue(in MM) App Revenue (2013) For every $1 of download revenue earned by iOS developers, Android developers earn $0.19. BUSINESS INSIDER, NOV 2013 Mobile Developer Preferences North America & Europe iOS 43% Android 35% Other 20% FORRESTER, AUG 2013
  13. 13. 13 KEY TAKEAWAYS ENGAGEMENT & MOBILE APPS Android’s rapidly increasing global market share has positioned the OS to overtake Apple in overall mobile web traffic in 2014. Consumers have voiced an overwhelming preference for apps. In 2013, global app downloads from Google Play exceeded the iOS App store for the first time. While the iOS App Store’s popularity includes some of the most desirable mobile consumer markets, four of the five top Google Play countries are emerging mobile markets. The iOS App store generated over 2x revenue than Google Play, with mobile developers in North America and Europe prioritizing iOS over Android. Social apps such as Facebook or Twitter typically include a browser so that users remain “in app” when they view linked web pages. Make sure your mobile-aware web pages react correctly when opened through these apps
  14. 14. AUDIENCE & PHYSICIAN INSIGHTS
  15. 15. SMARTPHONE SHARE BY AGE & EDUCATION PEW RESEARCH, JUN 2013 US Smartphone Share By Age (2013) Men are more likely to have Android Phones 0 5 10 15 20 25 30 35 40 45 50 18-24 25-34 35-44 45-54 55-64 65+ Apple Android 24% 31% 26% 26% US Smartphone Share by Gender (2013) PEW RESEARCH, JUN 2013 Android holds a sizeable lead in market share with younger age groups (34 and under), while Apple is closing the gap within the 35-54 age demographic.
  16. 16. SMARTPHONE SHARE BY INCOME NPD GROUP, FEB 2014 Premium consumers own iPhones, with over one-third of all iPhone owners in the highly desired $100K+ income level, while over 60% of Samsung owners fall in the under $60K income demographic. Availability of inexpensive iPhone models is boosting ownership at lower income levels. 0 5 10 15 20 25 30 35 40 Under $30K $30K to $60K $60K to $100K Over $100K US Smartphone Share By Income (2013) Apple Industry/OtherSamsung Apple ownership is increasing
  17. 17. PHYSICIAN INSIGHTS Constantly on the move, HCPs are digital omnivores – using a desktop computer, tablet, and smartphone – during their workday.EPOCRATES 2013 MOBILE TREND REPORT Devices used by HCP for professional purposes 100% use all three desktop, tablet and smartphone 0 5 10 15 General Topic Search Visit Manufacturer Websites Use Search Engine For Research E-Detail Activities Email CME Visiting Professional Resources Reading Journal Material EPOCRATES 2013 MOBILE TREND REPORT Most Popular HCP Mobile Activities 86% 53% 47%
  18. 18. PHYSICIAN INSIGHTS Physicians and EHR companies have voiced a clear iOS preference. Of physicians who use apps on their smartphone, 68% 31% use an iPhone use an Android device also use a tablet device, preferring the iPad 59% ALL INSIGHTS VIA BLACK BOOK RANKINGS, MAY 2013 Drchrono (Full Version) X MediTouch Health Fusion X Care 360 by Quest X X MacPractice X Greenway Medical PrimeMobile X X Practice Fusion X Cerner X Allscripts X X GE Centricity X OS Availability of top ranked EHR/EMR mobile apps Only 3 of 10 top EHR companies available as an Android app
  19. 19. APPLE HEALTHBOOK PREVIEW Healthbook is poised to position Apple as the mobile health platform of choice for consumers, health and fitness brands, and physicians. MOBIFLIP.DE Apple’s forthcoming mobile health and fitness tracking solution allows users to monitor/track activity across a number of factors. A digital emergency card stores important personal information that can be accessed by a third-party in critical situations. Rumored partnership with wearable heath monitoring devices will encourage third-party companies to prioritize iOS solutions. Healthbook 9TO5MAC.COM
  20. 20. 20 KEY TAKEAWAYS AUDIENCE & PHYSICIAN INSIGHTS Android holds a sizeable lead in market share with younger age groups (34 and under), while Apple is closing the gap within the 35-54 age demographic. Premium consumers own iPhones, with over one-third of all iPhone owners in the highly desired $100K+ income level, while over 60% of Samsung owners fall in the under $60K income demographic. Availability of inexpensive iPhone models is boosting ownership at lower income levels. Constantly on the move, HCP are digital omnivores — utilizing a desktop computer, tablet and smartphone — during their workday. Physicians and EHR companies have voiced a clear iOS preference. Healthbook is poised to position Apple as the mobile health platform of choice for consumers, health and fitness brands, and physicians.
  21. 21. KLICK PERSPECTIVE
  22. 22. THE IOS VS. ANDROID DEBATE “Developers are (moving) from creating new products on the basis, ‘iPhone, then maybe Android’ to ‘iPhone and then Android’ or even ‘iPhone and Android at the same time.’” BENEDICT EVANS, STRATEGIST AND BLOGGER iOS First Strategy Allows brands to iterate and refine their mobile app over a handful of iOS releases prior to creating the Android version, whose OS fragmentation requires sizeable development time and resources. Instagram, Words with Friends, and Angry Birds adopted an IOS first strategy. iOS and Android at the Same Time Can be executed using a hybrid application approach which uses HTML5, CSS3 and JavaScript within a native application framework or cross-platform framework solution (such as Appcelerator, Sencha Touch or PhoneGap). Hybrid applications provide access to device hardware — including the camera, address book and geolocation — and can be distributed through the iOS App Store or Google Play.
  23. 23. IOS VS. ANDROID CONSIDERATIONS Who is your audience, as what are their OS preferences and user behaviors? Web analytics, online surveys and quantitative data can provide your brand enough insights to make a confident decision on the right strategic approach. If you’re building a smartphone app, are you planning to release a tablet version? The iOS usage split between smartphones and tablets is almost 3:1, while Android is 8:1 FLURRY, MAY 2013. When factoring app quality and engagement, the iPad continues to hold the lead over Android. If a tablet is an integral part of your release strategy, then “iOS first and then Android” may be the best approach. What are your budget and/or developer considerations? Whether you’re using an internal development team or partner, it’s important to discuss their OS preferences or strengths. A majority of iOS developers are solely iOS developers and will not know anything about Android. Additionally, iOS development requires using a Mac — if your team is all on PCs, then Android is their strength. If your development team does not align to your strategy and they attempt to convince you to create an Android app (even though your research points to an “iOS first and then Android” strategy), it may be worth looking into alternate partners.
  24. 24. THANK YOU.
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