Date: May 21st, 2014

To read the full report, click here

San Francisco, Calif.– May 20th, 2014 - Swrve, the leader in mobile marketing automation, today announced the results of its first-ever “App Monetization and Engagement” Report. The report reveals for the first time relative rates of retention, engagement and most importantly monetization for users on Android and those on iOS, using a like-for-like comparison for the month of April.

The report reveals that on average iOS users spend 45% more on in-app purchases than those on Android. Not only do those users who pay at all spend 10% more on iOS, but iOS users are also 32% more likely to make any purchase at all - a figure that probably reflects both the well-established socio-economic divide between Apple and Android and the relatively frictionless in-app payment process in the Apple ecosystem.

In contrast, Android users typically enjoy greater levels of engagement. Although the report reveals that typical sessions times are consistent across both operating systems, Android users spend 17% more time in any given app due to a greater number of app sessions in the month.

“This report is certainly a timely reminder that success on mobile is about more than just install numbers” said Hugh Reynolds, CEO of Swrve. “The evolving nature of the app market, and particularly the behavior of users on each of these platforms, is fascinating in itself, but also vital business information for those developing for mobile. We believe this report is the first true ‘like-for-like comparison of Android and iOS user behavior, and the results go some way to demonstrating why iOS retains such appeal for developers - even as Android steals market share in terms of sheer numbers.”


The report covered all app types, but only included data from those with directly comparable iOS and Android versions. We took a full month (April) of session, retention and spend data - covering over 10 million users across dozens of apps.

About Swrve

Swrve is the world’s leader in mobile marketing automation.

The Swrve platform delivers everything product and monetization managers need to ensure their mobile apps succeed where it counts - by building long-lasting, profitable relationships with their users and driving the bottom line as a result.

Swrve includes A/B testing, push notifications, and in-app campaigns - all built on the world’s leading mobile analytics package. Swrve is trusted by some of the world’s largest and most successful mobile app businesses. We handle billions of events a day and process data in real-time for multi-million DAU titles.