Do iPhone Users Spend More Online Than Android Users?
The iPhone X is the most expensive iPhone yet, at a cool $999. With so many other smartphones on the market offering similar functionality, it begs the question: Do iPhone users simply spend more money than everyone else?
Why am I asking this question?
It’s hard to wrap your mind around why people buy iPhones. They’re more expensive that their Android counterparts, which some argue offer the same or increased functionality.
When this hypothesis first appeared, people were comparing Mac desktop users and PC desktop users, but the game has changed since then. To give the hypothesis a fresh 2018 look, we’re going to ask whether iPhone users spend more than Android users. Looking through the data on sessions on both iOS and Android operating systems, it doesn’t take long to find the answer to this question. The results were astonishing:
On average, Android users spend $11.54 per transaction. iPhone users, on the other hand, spend a whopping $32.94 per transaction.
That means iPhone users will spend almost three times as much as Android users when visiting an e-commerce site.
So we’ve answered our question, but how do we turn this from being an interesting nugget of information to an actionable insight?
What does this mean for digital marketers?
As soon as you read about iPhone users spending three times more than Android users, I’m sure you started thinking about targeting users specifically based on their operating system. If iOS users are spending more money than their Android counterparts, doesn’t it make sense to shift your spend and targeting towards iOS users?
You’re right. In both Facebook and AdWords, you can use this information to your advantage.
Of the “big two” ad platforms, Facebook offers the most direct form of operating system targeting. When creating your ads, Facebook’s Ad Manager will give you the option to target “All Mobile Devices,” “iOS Devices Only,” or “Android Devices Only.” These options mean you can target those high average order value-generating iPhone users.
Targeting operating systems within AdWords
AdWords will allow you to target operating systems for both Display Campaigns and Video Campaigns. When it comes to Search, you can’t target a specific operating system. You can, however, create an OS-based audience using Google Analytics. Once this audience is built, you can remarket to an iOS audience with “iPhone”-oriented ad texts. It’s incredible to see people skipping over year-old content before clicking an article that mentions “iPhone.” Why? Because that user has an iPhone. That’s the power of relevancy.
You’ll also be able to optimize and personalize your bids in Search, safe in the knowledge that iPhone users are more likely to spend big than Android users.
If you have always wondered if iPhone beats out Android users on spending, you now have your answer and how you can use that to your advantage.
Whether you already have all the answers or you need some help with optimizing your digital campaigns, TotalCom can help. Give us a call.