Android users twice as loyal to apps as those on iOS, reckons Fiksu
Equally prevalent, however, is the claim that actually making money on the OS is no easy task.
Adding to this increasingly complex conversation is Fiksu's claim that, despite the 'urban legend' suggesting otherwise, Android users are far more loyal to apps than their counterparts on iOS.
The big L
Loyalty, Fiksu attests, can be measured by the number of times a user starts up an app.
Monitoring more than 4 billion app actions through its user acquisition platform has revealed Android users are twice as likely to open up an app ten times on more than iOS users and, as such, far more 'app loyal'.
"Although the upfront cost of an Android campaign might be similar to an iOS campaign, over time, global Android traffic costs become significantly less expensive," said VP of business development Craig Palli.
"So not only can an Android app global marketing campaign deliver more loyal users, but the acquisition cost will also be significantly lower indicating a better investment overall."
Of course, one of the reasons an Android user may well start an app more often is that they have less apps to choose from, and as such, less apps installed on their devices.
As a result, making sure your app is one of the lucky ones to be installed in the first place in a marketplace that currently plays host to fewer downloads could prove to be just as tricky as it is on the App Store, if not far more so.
Nonetheless, Palli believes too many developers are overlooking the opportunity Android represents.
"Clearly, mobile app marketers need to take a closer look at the opportunity that an Android app presents," he concludes.
"There's evidently a lot of headroom and opportunity to cost-effectively acquire volumes of loyal app users on Android. Bottom line: If you havent considered running campaigns on Android, now is a good time to start thinking about it."