How To Tailor Your App Marketing Strategy: Android and iOS

Android vs. iOS Apps: How To Tailor Your App Marketing Strategy

When it comes to your app marketing strategy, it’s important to establish a different approach to support the nuances between Android and iOS. It can sometimes seem as though everyone is using an iPhone. However, the reality is that within the UK usage is split fairly evenly between iOS and Android. There are unique trends at a market level internationally that are also worth bearing in mind for your localisation strategy. Research has also shown that broadly speaking, iOS users have higher levels of mobile engagement and actually spend more on apps.

So, how well do you know your iOS from your Android?

The App Store


The Google Play Store is considered to be more marketer-friendly than the Apple App Store. Google gives you the ability to change most elements within the app store yourself, in real-time. This is without the need of a release or Google’s approval. However, it is worth noting that Google has a smaller asset library of eight screenshots, vs. the ten available on Apple’s App Store. You are also able to run A/B tests on app store assets. This is helpful to measure the impact of your ASO strategy. The Google Play Store has also launched “Early Access”. This allows you to release a beta version of your app onto the app store. A helpful way to get early feedback on your app or a new feature from users.


Unlike the Google Play Store, you are unable to test directly through Apple’s platform. Also updating any of the app store assets requires a release, with approval from Apple. Apple is known for its strict review process. So if you are planning to update any app store elements that are time-specific i.e. if you are rebranding, it is worth planning in advance. App Previews for iOS are a great way of showcasing the best of your app to encourage installs. This allows you to upload a short preview video of your in-app experience.

Differences Between Android and iOS Creative

Ensure that your creative is relevant. If possible, ensure that you serve an Android user a campaign which features an Android device. You want your creative to reflect the device your user has to encourage them to install. There may also be differences within the in-app experience or features across Android/iOS that you will need to message separately. It is also best practice to use the latest device model on the market, to show relevance. 

Across any creative campaigns supporting your app, ensure that you are using the branded app store logos. These are universally recognisable and will provide a level of trust with your audience.

Marketing Channels

The best app marketing approach is based on your current user demographic and market trends. With different behaviours and capabilities by operating system, you want to shift your app marketing spend and efforts based on which devices your users are most likely to engage on.

Most paid media channels will be operating system agnostic, allowing you to target both Android/iOS. Some platforms, such as Facebook, will even allow you to target each operating system separately. However, it is also worth noting that some paid media channels are specific to one operating system, such as Apple Search Ads for iOS.

Market research has shown that iOS install activity tends to be 25% higher on the weekend. So it could be worth reducing your iOS spend throughout the week.

Push Notifications

Push opt-in rates are typically higher on Android. This is due to their one-step cancellation process, with users automatically opted in for push. Whereas iOS prompts users to opt-in, typically via a two-step opt-in process.

Android groups push notifications based on priority, whereas iOS groups based on recency. For iOS, it is therefore even more crucial to ensure that you are sending push notifications to your users at a time they are most likely to view/open them.