Infographic: iPhone loses ground to Android

The iPhone versus Android battle is heating up. Having long dominated the smartphone market in Australia, iPhone is being faced with genuine competition for the first time, both in terms of market share and usability.

As it stands, the iPhone commands a 38% share of the market, 10% ahead of Android, according to data from Kantar Worldpanel’s ComTech survey. It was buoyed by October’s release of the iPhone 4S, but still recorded much lower growth in 2011 than Android (40% compared to Android’s 82%). Both experienced some churn – 10% – but more iPhone users converted to Android than vice-a-versa.

In terms of usage, while the more advanced Android models from Samsung and HTC are catching up, iPhone users are still far more active on the web and with other non-voice services. iPhone dominates web impressions, owning a share disproportionate to its share of the market at almost 50%. And its users are far more likely to be heavy users of non-voice services – 45% use more than 11 non-voice services a month compared to 27% for Android. However, HTC’s Desire HD and the Samsung Galaxy S are not far behind the average iPhone user, but users of the latest iPhone 4S remain a good distance ahead of the pack.

iOS users are more likely to be younger and female, particularly for the latest handset release – iPhone 4S. Conversely, Android users are more likely to be male; younger if owners of HTC’s Desire HD and older if owners of Samsung’s Galaxy S.

Brand remains the overriding factor for choosing an iPhone. While for Android, handset brand plays a lesser role with cost, carrier and operating system taking on greater importance.

If mobile app is a major part of your strategy, and you only play on the iOS platform, it might be time to branch out. And if you were clever enough to develop a web app, you’re looking at an exponentially growing user base as Android continues its march to OS equality.

Click image to view full size.

Chris Byrne
BY Chris Byrne ON 14 April 2012
Chris Byrne used to be research editor of this publication, but now contributes from various locations. He also contributes to The Fetch and has been published in The Guardian, Sydney Morning Herald and The Age.
Tweet him @penseive
  • Mel

    So according to these figures:
    – the iPhone has 38% of the installed base in smartphones in Australia versus only 28% for Android.
    – in the last quarter iPhone unit sales marketshare surged from 30% to 44% while Android plunged from 54% to 44%.

    In terms of actual usage, the iPhone completely dominates Android:
    – the iPhone captured 47% of web impressions and increased 26.6% in 2011 vs Android on 22.3% which was only up 9.5%

    iPhone users spend more than Android users, email more, use apps more, listen to music more – in every category they do more “smartphone” things with their iPhones vs Android users a large proportion of whom obviously just use their phone as a glorified dumbphone.

    More importantly is the fact that all these important activities that distinguish smartphones from dumb featurephones are a feature of the far more important and much larger operating system and app platform landscape.  This infographic completely ignores this overall operating system picture which in the case of iOS includes the two market-dominating products in the categories of media player/mini-tablet and tablet – namely, the iPod touch and the iPad both of which have Marketshares well north of 70%.

    When the iPad and iPod touch are added to iPhone numbers, iOS has an even more crushing advantage over Android in every department including unit sales marketshare.  Just in the case of web impressions alone at one of the largest universities in Australia, the iPad has a 53% share, the iPhone 37%, the iPod touch 3% versus all Android devices combined, a paltry 10%.

    So tell me again how the iPhone is somehow losing territory to Android?  All these figures say the opposite.

    • Chris Byrne

      Hi Mel. You’re correct in saying there is a larger platform ecosystem battle at play, and that the iPhone is still the dominant player in the smartphone market. This graphic is not intended to represent the full iOS vs. Android device picture, and nor is it intended to suggest that marketers should choose one OS over the other. It’s a straight comparison of the iPhone against Android smartphones.

      As for the statistics you reference – the market share figures are still in iPhone’s favour, but significant ground was gained by Android in 2011, which displayed a higher growth rate and stole more share from iPhone than vice-a-versa. The sales figures show a boost to iPhone following the launch of the 4S in October, but Android sales have gone from well below iPhone at the start of the year, to exceed them before closing the year on par. And for usage, if you look at the figures for the more advanced Android handsets, you will see it is on par with iPhone’s overall score (although a little below 4S users), which is a positive sign for Android’s future growth. We’ll look into some of the same data for the start of this year to see how things are progressing.

      With new Android handsets coming out from Samsung and HTC, how do you (and others) think market share will develop this year? I imagine iPhone will hold ground well, but a lot will depend on its next release. It’s also interesting that 4S ownership is dominated by females under 35, while Samsung Galaxy S and HTC Desire HD appear to be resonating more with men – all thoughts welcome on that point also.

      Chris Byrne, Research Editor, Marketing magazine.

  • Beefers

    I would hardly define any device built with a “walled garden” approach as “smart”. In fact, this is the epitome of dumb.

    Please take you iPhone or iPad and try to purchase, download and use (read/listen) digital content from anywhere other than Apple. You can’t and that is truly dumb. Its also something for the ACCC to have a serious look at, since purposely crippling these devices to funnel commerce to Apple only is out there with the worst…..

  • Beefers

    “It’s also interesting that 4S ownership is dominated by females under 35, while Samsung Galaxy S and HTC Desire HD appear to be resonating more with men – all thoughts welcome on that point also.”