Apple iOS vs. Google Android for Healthcare Marketers

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v s 8 APRIL 2014
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When looking at mobile you need to consider the two big platforms: Apple's iOS and Google's Android. This presentation looks at the current state of the nation and talks about what healthcare marketers need to consider when approaching mobile.

Transcript of Apple iOS vs. Google Android for Healthcare Marketers

Page 1: Apple iOS vs. Google Android for Healthcare Marketers

vs

8 APRIL 2014

Page 2: Apple iOS vs. Google Android for Healthcare Marketers

While Android’s growth in global market share prompts brands, marketers and developers to reconsider the “iOS vs. Android” debate, market research and data shows that iOS continues to hold its own in the United States and specifically, within the most desirable consumer segments.

While an “iOS first” strategy remains the recommendation for marketers and brands, it cannot simply be “iOS only” — Android’s growing market share and the release of premium devices by Samsung, HTC and LG position it as an iOS competitor sooner, rather than later.

Finally, the demographics of the brand needs to be considered. For some conditions the relevant market will inform the decision about which platform to start with, but the end point should be the same: both are important.

SUMMARY

vs

Page 3: Apple iOS vs. Google Android for Healthcare Marketers

MARKET SHARE

Page 4: Apple iOS vs. Google Android for Healthcare Marketers

SMARTPHONE MARKET SHARE

COMSCORE, FEB 2014

Global market share is not indicative of US market share: iOS continues to hold its own in the US, with over 2x usage than the global market.

Global (Q4 2013)

IDC, FEB 2014

US (Q4 2013)

78.1%

17.6%

Other 4.3%

51.7%

41.6%

Other 6.7%

Page 5: Apple iOS vs. Google Android for Healthcare Marketers

TOP SMARTPHONE MANUFACTURERS

Premium smartphone brands — including Samsung, LG & HTC — are helping Android catch up to iOS in US market share.

Global Sales (2013)

US Sales (2013)

Others

45% 26% 8% 6% 4% 11%

IDC, JAN 2014

NPD GROUP, FEB 2014

Others

31.3% 4.8%15.3% 4.5% 39.3%4.9%

Denotes brands that offer Android as one of their smartphone operating systems

Premium Smartphone Brands – 40%

Page 6: Apple iOS vs. Google Android for Healthcare Marketers

TABLET MARKET SHARE

GARTNER, FEB 2014

Global (2013)

NPD GROUP, DEC 2013

US (2013)

61.9%

36%

2.1%

33% 59%

8%

Top Global Tablet Manufacturers (2013)

31% 19.1%

5.6% 4.8% 3.3%

Apple continues its tablet dominance in the US, outselling Android tablets at nearly a 2:1 ratio.

Page 7: Apple iOS vs. Google Android for Healthcare Marketers

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KEY TAKEAWAYSMARKET SHARE

Global market share is not indicative of US market share: iOS continues to hold its own in the US, with over 2x usage than the global market.

Premium smartphone brands — including Samsung, LG & HTC — are helping Android catch up to iOS in US market share.

Apple continues its tablet dominance in the US, outselling Android tablets at nearly a 2:1 ratio.

Page 8: Apple iOS vs. Google Android for Healthcare Marketers

ENGAGEMENT &MOBILE APPS

Page 9: Apple iOS vs. Google Android for Healthcare Marketers

MOBILE WEB TRAFFIC BY DEVICE

WALKER SANDS, FEB 2014

Global (Q4 2013)

WALKER SANDS, FEB 2014

Global (Q4 2012)

49.6%

45.9%

Other 3.7%

42.4%

51.8%

Other 3.9%

Android’s rapidly increasing global market share has positioned the OS to overtake Apple in overall mobile web traffic in 2014.

AndroidSmartphones45.6%

Android Tablets

4%

iPhones32%

iPad13.9%

Android Tablets2.5%

AndroidSmartphones39.9%

iPhones34.8%

iPad17%

+16.9%(Q4 2012)

-11.4%(Q4 2012)

Page 10: Apple iOS vs. Google Android for Healthcare Marketers

Women

Men

30:58

29:32

3:46

3:45

USAGE PREFRENNCES

NIELSEN, MAR 2014

Consumers have voiced an overwhelming preference for apps. (Note, however, that many apps such as Facebook open web pages as part of their functionality.)

89% of mobile media time is

spent using apps.

In 2013, Americans spent over an hour

each day engaged with mobile media, a 25% increase from 2012.

33:17Monthly

34:44Monthly

Women spend almost an hour and a half more

than men

MONTHLY USAGE OF APP AND MOBILE WEBNIELSEN, MAR 2014

Mobile Web Mobile Apps

Page 11: Apple iOS vs. Google Android for Healthcare Marketers

APP DOWNLOADS

APP ANNIE, JAN 2014

In 2013, global app downloads from Google Play exceeded the iOS App store for the first time. While the iOS App Store’s popularity includes some of the most desirable mobile consumer markets, four of the five top Google Play countries are emerging mobile markets.

2012 20130

20

40

60

80

100

120

140

160

Indexe

d D

ow

nlo

ads

(in

MM

)

App Downloads (2013)

APP ANNIE, JAN 2014

Top App Downloads By Country (2013)

1. United States

2. China

3. Japan

4. United Kingdom

5. Russia

1. United States

2. South Korea

3. India

4. Russia

5. Brazil

Emerging Mobile Markets

Page 12: Apple iOS vs. Google Android for Healthcare Marketers

APP DOWNLOADS

The iOS App store generated over 2x revenue than Google Play, with mobile developers in North America and Europe prioritizing iOS over Android.

APP ANNIE, JAN 2014

2012 20130

20

40

60

80

100

120

140

160

180

200

Tota

l R

evenue (

in

MM

)

App Revenue (2013)

For every $1 of download revenue earned by iOS

developers, Android developers earn $0.19.BUSINESS INSIDER, NOV 2013

Mobile Developer PreferencesNorth America & Europe

iOS43%

Android35%

Other20%

FORRESTER, AUG 2013

Page 13: Apple iOS vs. Google Android for Healthcare Marketers

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KEY TAKEAWAYSENGAGEMENT & MOBILE APPS

Android’s rapidly increasing global market share has positioned the OS to overtake Apple in overall mobile web traffic in 2014.

Consumers have voiced an overwhelming preference for apps.

In 2013, global app downloads from Google Play exceeded the iOS App store for the first time. While the iOS App Store’s popularity includes some of the most desirable mobile consumer markets, four of the five top Google Play countries are emerging mobile markets.

The iOS App store generated over 2x revenue than Google Play, with mobile developers in North America and Europe prioritizing iOS over Android.

Social apps such as Facebook or Twitter typically include a browser so that users remain “in app” when they view linked web pages. Make sure your mobile-aware web pages react correctly when opened through these apps

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AUDIENCE &PHYSICIAN INSIGHTS

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SMARTPHONE SHARE BY AGE & EDUCATION

PEW RESEARCH, JUN 2013

US Smartphone Share By Age (2013)

Men are more likely to have Android

Phones

18-24 25-34 35-44 45-54 55-64 65+0

5

10

15

20

25

30

35

40

45

50

Apple Android

24% 31% 26% 26%

US Smartphone Share by Gender (2013)PEW RESEARCH, JUN 2013

Android holds a sizeable lead in market share with younger age groups (34 and under), while Apple is closing the gap within the 35-54 age demographic.

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SMARTPHONE SHARE BY INCOME

NPD GROUP, FEB 2014

Premium consumers own iPhones, with over one-third of all iPhone owners in the highly desired $100K+ income level, while over 60% of Samsung owners fall in the under $60K income demographic. Availability of inexpensive iPhone models is boosting ownership at lower income levels.

Under $30K $30K to $60K $60K to $100K Over $100K0

5

10

15

20

25

30

35

40

US Smartphone Share By Income (2013)

Apple Industry/OtherSamsung

Apple ownership is increasing

Page 17: Apple iOS vs. Google Android for Healthcare Marketers

PHYSICIAN INSIGHTS

Constantly on the move, HCPs are digital omnivores – using a desktop computer, tablet, and smartphone – during their workday.EPOCRATES 2013 MOBILE TREND REPORT

Devices used by HCP for professional

purposes

100%

use all three

desktop, tablet and smartphone

General Topic Search

Visit Manufacturer Websites

Use Search Engine For Research

E-Detail Activities

Email

CME

Visiting Professional Resources

Reading Journal Material

0 2 4 6 8 10 12 14 16

EPOCRATES 2013 MOBILE TREND REPORT

Most Popular HCP Mobile Activities

86%

53%47%

Page 18: Apple iOS vs. Google Android for Healthcare Marketers

PHYSICIAN INSIGHTS

Physicians and EHR companies have voiced a clear iOS preference.

Of physicians who use apps on their smartphone,

68%

31%use an iPhone use an Android

device

also use a tablet device, preferring the

iPad

59%

ALL INSIGHTS VIA BLACK BOOK RANKINGS, MAY 2013

Drchrono (Full Version) X

MediTouch Health Fusion X

Care 360 by Quest X X

MacPractice X

Greenway Medical PrimeMobile X X

Practice Fusion X

Cerner X

Allscripts X X

GE Centricity X

OS Availability of top ranked EHR/EMR mobile apps

Only 3 of 10 top EHR companies available as

an Android app

Page 19: Apple iOS vs. Google Android for Healthcare Marketers

APPLE HEALTHBOOK PREVIEW

Healthbook is poised to position Apple as the mobile health platform of choice for consumers, health and fitness brands, and physicians.

MOBIFLIP.DE

Apple’s forthcoming mobile health and fitness tracking solution allows users to monitor/track activity across a number

of factors.

A digital emergency card stores important personal information that can be accessed by a third-party in critical

situations.

Rumored partnership with wearable heath monitoring devices will encourage third-party companies to prioritize iOS

solutions.

Healthbook

9TO5MAC.COM

Page 20: Apple iOS vs. Google Android for Healthcare Marketers

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KEY TAKEAWAYSAUDIENCE & PHYSICIAN INSIGHTS

Android holds a sizeable lead in market share with younger age groups (34 and under), while Apple is closing the gap within the 35-54 age demographic.

Premium consumers own iPhones, with over one-third of all iPhone owners in the highly desired $100K+ income level, while over 60% of Samsung owners fall in the under $60K income demographic. Availability of inexpensive iPhone models is boosting ownership at lower income levels.

Constantly on the move, HCP are digital omnivores — utilizing a desktop computer, tablet and smartphone — during their workday.

Physicians and EHR companies have voiced a clear iOS preference.

Healthbook is poised to position Apple as the mobile health platform of choice for consumers, health and fitness brands, and physicians.

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KLICKPERSPECTIVE

Page 22: Apple iOS vs. Google Android for Healthcare Marketers

THE IOS VS. ANDROID DEBATE

“Developers are (moving) from creating

new products on the basis, ‘iPhone, then maybe Android’ to ‘iPhone and then

Android’ or even ‘iPhone and Android at the same

time.’”BENEDICT EVANS, STRATEGIST AND BLOGGER

iOS First StrategyAllows brands to iterate and refine their mobile app over a handful of iOS releases prior to creating the Android version, whose OS fragmentation requires sizeable development time and resources. Instagram, Words with Friends, and Angry Birds adopted an IOS first strategy.

iOS and Android at the Same Time Can be executed using a hybrid application approach which uses HTML5, CSS3 and JavaScript within a native application framework or cross-platform framework solution (such as Appcelerator, Sencha Touch or PhoneGap). Hybrid applications provide access to device hardware — including the camera, address book and geolocation — and can be distributed through the iOS App Store or Google Play.

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IOS VS. ANDROID CONSIDERATIONS

Who is your audience, as what are their OS preferences and user behaviors?Web analytics, online surveys and quantitative data can provide your brand enough insights to make a confident decision on the right strategic approach.

If you’re building a smartphone app, are you planning to release a tablet version?The iOS usage split between smartphones and tablets is almost 3:1, while Android is 8:1 FLURRY, MAY 2013. When factoring app quality and engagement, the iPad continues to hold the lead over Android. If a tablet is an integral part of your release strategy, then “iOS first and then Android” may be the best approach.

What are your budget and/or developer considerations?Whether you’re using an internal development team or partner, it’s important to discuss their OS preferences or strengths. A majority of iOS developers are solely iOS developers and will not know anything about Android. Additionally, iOS development requires using a Mac — if your team is all on PCs, then Android is their strength. If your development team does not align to your strategy and they attempt to convince you to create an Android app (even though your research points to an “iOS first and then Android” strategy), it may be worth looking into alternate partners.

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THANK YOU.