iOS Platform Outreaches Android across Mobile Devices

April 20, 2011

comscore-ios-android-base-share-apr11.gifThe Apple iOS platform, which resides on iPhones, iPads and iPod Touches, has a combined platform reach of 37.9 million among all US mobile phones, tablets and other such connected media devices, outreaching the Android platform by 59%, according to April 2011 comScore data. Meanwhile, comScore data indicates the Android platform has almost 23.8 million users across all devices.

Apple Takes 16% Market Share

Out of a total install base of 234 million mobile subscribers age 13 and up, 16% use devices running on the Apple iOS platform. Android represents about 10% of all mobile subscribers.

The installed base of iPhones slightly exceeded that of iPod Touches, both of which were approximately twice as high as the number of iPads. Interestingly, comScore data indicates that among the 37.9 million consumers with access to the Apple iOS, only 4 million (10.5%) accessed the platform via more than one device.

Apple iPad OEM Share Close to Smartphone OEM Share

comscore-mobile-oem-breakdown-apr-2011.JPGWhile Apple is the most heavily represented OEM among iPad owners, its OEM share (27.3%) is only slightly higher than its share among all smartphone subscribers (25.2%). RIM accounts for the second highest percentage of iPad owners at 17.5%, but this number is well below its overall smartphone market share of 28.9%.

Meanwhile, Samsung, LG and Nokia are all significantly overrepresented among iPad owners as compared to their respective shares of the smartphone market. In addition, 14.2% of iPad users had Android phones.

iPad Skews Young

comscore-ipad-age-apr-2011.JPGThe age profile of iPad users indicated the audience skews toward 25-34 year olds (27%), close to 60% higher than the percentage of this age group in the total mobile audience (17.6%). iPads also exhibited significantly above average skews in the 18-24 year old and 35-44 year old segments.

However, comScore says this demographic profile was similar to that of the overall smartphone user base, indicating that the advanced mobile capabilities, rather than the device itself, might be primary driver behind this age profile.

Pew: Under 56 Key Age Range for Tablets

As of September 2010, 4% of American adults own a tablet computer such as an iPad, according to a September 2010 study from Pew Research Center’s Internet & American Life Project. Data from “Generations and Their Gadgets” indicates that though education and household income are high predictors for owning a tablet computer, Pew data shows they are also more popular with adults age 56 and under (who are significantly more likely to own a tablet computer than adults age 66 and older).

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