While Android and iOS increasingly dominate the 'two-horse' mobile OS race, there is huge global variation in the patterns of adoption that marketers should be aware of.
English-language mature internet countries make up the largest iOS markets, led by Australia where 42% of smartphone owners run iOS. In contrast, Android leads in Asia and fast-growing internet countries, with 78% of South Korean smartphone owners running Android.
This demonstrates the challenge that Apple has had in gaining traction in emerging markets and the success of Google's open strategy. The key questions moving forward are whether Apple's cheaper iPhone 5C can drive higher levels of adoption in growth markets, and whether top-end Android devices can eat into Apple's share in high-value markets.
For the marketing professional, these variations emphasise why developing international mobile or app strategies need local context driven by data.