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iPhone Users More Social, Consume More Entertainment than Android Users

New Research From comScore On Mobile Behavior

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If Apple were to revive its iconic Mac vs. PC ad campaign but for the iPhone, the iPhone and Android personifications would be almost identical to the ones depicted by John Hodgman (the PC) and Justin Long (the Mac) years ago.

iPhone users are younger, more active on social networks and listen to more digital radio on their phones than Android users, according to new research released on Monday by digital analytics firm comScore. Android owners skew older and spend more time playing games on their phones consuming news and visiting sports-related apps and websites.

Minutes per visitor spent among categories for iPhone versus Android users.
Minutes per visitor spent among categories for iPhone versus Android users.

The typical iPhone user spend 1,102 minutes each month using social networks while Android users spend only 745 minutes on average. There were a similar discrepancies regarding digital radio and photo usage. The average iPhone user spent 530 minutes on digital radio during February, compared with 203 minutes for Android users. iPhone owners also spend more time taking photos and using photo-sharing utilities; 320 minutes per month to Android owners' 117 minutes per month.

Android owners do spend more time playing games, however. On average, an Android user spends 670 minutes each month playing games while iPhone owners spend just 341 minutes.

ComScore's VP-industry analysis Andrew Lipsman said this could be a reflection in demographical differences. Casual gaming tends to draw a lot of attention from middle-aged and older smartphone owners, and Android users skew older.

Almost a quarter (21.4%) of iPhone users are between the ages of 18-24 while just 17.5% of Android users fall in that age bracket. Two-fifths of Android users (40.7%) are between 35 and 54 compared with 37.1% of iPhone users.

Samsung presumably wants to change these use differences with its new smartphone, the Galaxy S4, which starts shipping in April. Although the company has yet to reveal how it will market the S4, the launch event for the phone focused on the device's technological superiority. The S4's unique camera and music-playing features were particular points of emphasis.

The data was part of comScore's new digital audience measurement Media Metrix Multi-Platform that aims to track how consumers access certain web properties across different devices.

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