iOS vs. Android, while there might be some pros of Android for eCommerce, the platform is far better than Android when it comes to ROI & LTV considering the same amount of money spend on iOS. Firstly, iOS users are perceived to be higher-income earners than Android users, which is a consideration for developers dealing in eCommerce: higher disposable incomes mean that iOS users are more likely to spend money via apps: including eCommerce apps. This contributes to the developer/business ROI, since they can expect to earn more per user on iOS.
Furthermore, the overall design and user experience of the iOS operating system are synonymous with the user experience of apps created for iOS devices: all these Apple devices share pre-defined hardware and software standards, which means an app, developed to run well on one of these devices, is generally going to run well on any other of them. Why is this important? Because that non-friction, that feeling of user confidence and trust translates into a stronger affinity between the customer and the brand – and that affinity is one of the most important drivers of LTV. If the experience of using an app is an easy and painless one for the user, that person is much more likely to return, to buy again, and tell others about the brand.
Furthermore, iOS apps have historically undergone stricter app review guidelines compared to Google’s Play Store, leading to superior app quality, and a generally more trustworthy environment for eCommerce – which is a significant factor in retaining customers, and raising LTV (lifetime value), due to the fact that users will not head for the exit if they feel like their payments are secured.
But on the other hand, Android does also present significant opportunities because it is so broad with such a huge user base – and so businesses must realise what potential each platform offers, and tailor their strategy accordingly, in order to make the most of their ROI and LTV. All in all, a richer userbase, a better user experience and better app security make iOS apps a much better fit for businesses, helping them get the most of the ROI and LTV. That doesn’t mean that there’s nothing to be done on Android at all, but for each platform there are exclusive advantages that need to be tapped into in order to get the most out of it.
