In honor of Mobile World Congress, today we draw on more data from the new GWI Device report to look at Android vs iOS usage.

Although the iPhone remains hugely profitable for Apple and captures a huge number of headlines, there’s no getting away from the fact that Android is the top OS on mobile (and by some distance).

Android is currently being used by 51% of online adults, with the system benefitting from its availability on a wide range of relatively affordable devices. Apple’s OS might be in second position but the gap between the two systems is considerable. What’s more, Android has a distinct lead across all age groups.

Apple can however boast that its OS is most popular among affluent groups as well as consumers in more mature markets (particularly the US, UK, Australia and Canada). Its challenge now is to start eroding Android’s powerful position in emerging markets (where millions of new internet users are coming online each year).

You can download a free summary of GWI Device here, with clients able to access the full version here.



Written by

Felim is Senior Trends Manager at GWI. He oversees the Trends team who produce a wide range of off-the-shelf reports and infographics along with our Chart of the Day series. Moving to GWI after completing a PhD, Felim specializes in writing about online consumer behaviors and digital trends.

You’ve read our blog, now see our platform

Every business has questions about its audiences, GWI has answers. Powered by consistent, global research, our platform is an on-demand window into their world.