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Mobile Operating System Marketshare War News: iOS vs. Android

First Posted: Sep 27, 2015 02:28 PM EDT
iPhone 6 vs ZenFone 2

Photo : Apple / ASUS

For nearly the past decade, the smartphone battle has waged largely between iOS and Android, with lesser competitors paling in comparison.

A recent study has suggested the mobile OS war to be at a standstill. The data presented highlights the fact that most users are loyal to the operating system they've chosen in the past two years. This study also contradicts the thought that Apple has promoted customer loyalty better than Android.

The data states that over the past two years, Android has retained 80 percent of its users, while iOS has retained 78 percent. New users have been noted to largely choose between the two smartphone operating systems, with little third-party presence in the market.

"The dynamic between Apple iOS and Google Android is not well-understood," said Josh Lowitz, Partner and Co-Founder of CIRP. "Even the basic loyalty rate, the measure of how each operating system retains its own users, is not widely known. Conventional wisdom says the Apple 'ecosystem' promotes loyalty, while Android readily gives up users to iOS. Our analysis has a more nuanced view on operating system selection, and indicates Android user loyalty has caught up and even exceeds that of iOS."

With both operating systems become so similar in their functionality, the difference between Android and iOS is becoming less apparent. The deliberation of the purchase is now moreso on what a consumer is use to.

"The reasons why users select Android or iOS, and when and how users switch between them, are unclear," said Mike Levin, Partner and Co-Founder of CIRP. "Unlike almost every other product in technology, users cannot easily articulate why they like one or another operating system."

In the second quarter of 2015, Android is seen to be dominating the worldwide smartphone marketshare by 82.8 percent, with iOS trailing behind at 13.9 percent. Windows Phone, Blackberry, and other various mobile devices take up less than 4 percent of the marketshare.

IDC: Smartphone OS Market Share 2015, 2014, 2013, and 2012 Chart

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