Android and iOS popularity statistics by country

Contents

1. Why Operating Systems Matter to Affiliate Marketers?
2. Table of Users (iOS vs Android)
3. Global Market Share of Android and iOS
4. Which Versions to Target in Ad Settings?
5. Conclusion

Mobile traffic is becoming an increasingly important source of revenue for affiliate marketers, especially in industries such as gambling. When setting up targeting, it's important to consider the characteristics of mobile operating systems, as preferences for Android and iOS users can vary significantly by country. In this article, we’ll examine which countries dominate in Android and iOS usage and how this data can help you optimize your ad campaigns.

Why Operating Systems Matter to Affiliate Marketers?

Knowing which operating systems are popular in target countries helps affiliate marketers set up ad campaigns more precisely. For example, if you're targeting users in the USA, where iOS dominates with about a 55% market share, it makes sense to invest more in advertising for iOS devices. On the other hand, in countries like India or Brazil, where Android holds more than 70% of the market, campaigns targeting Android users will be more effective. Additionally, choosing the right OS version helps avoid losing part of the audience due to app incompatibility.

However, you should not always exclude the less popular operating system, as your audience and the right approach might still be present there. If the user base exceeds 20%, it’s worth testing. You may find success with that device.

Table of Users (iOS vs Android)

Here are data on the popularity of mobile operating systems in key countries for affiliate marketers:

These data will help you set up targeting accurately, depending on the country in which you're running your ad campaign.

Global Market Share of Android and iOS

Globally, Android holds about 70% of the mobile operating system market, while iOS accounts for around 30%. This is due to Android's availability on a wide range of devices from different manufacturers, whereas iOS is only used on Apple devices. In countries with lower income levels, Android dominates thanks to the availability of cheaper devices, while iOS is popular in higher-income countries such as the USA, Japan, and the United Kingdom.

Which Versions to Target in Ad Settings?

For a successful ad campaign, it is important to consider operating system versions, as older versions may not support newer apps. For instance, in 2024, the most popular version of Android is Android 13, with around 24% market share. However, when setting up ads, it's recommended to choose versions that are supported by your app to reach the widest possible audience. For iOS, the latest two versions are usually the most relevant, as Apple users tend to update their devices more frequently.

Conclusion

Understanding the distribution of Android and iOS users across countries helps affiliate marketers optimize campaigns and increase their efficiency. Use these data for precise targeting and make sure to update your settings according to operating system versions to reach the maximum number of users.