Jul 25, 2025
The battle between iOS and Android isn't just about devices - it's about how users spend, engage, and stick around. Here's the bottom line: iOS users generate more revenue, retain subscriptions longer, and spend more per app compared to Android users. Android, however, leads in user volume and push notification engagement. If you're an app developer, here's what you need to know:
Spending Power: iOS users spend $140 annually on apps versus $69 for Android users. iOS also dominates subscription revenue, with 5× higher average revenue per user (ARPU).
Retention Advantage: iOS apps retain 3.7% of users by Day 30, compared to Android's 2.1%. Annual subscriptions perform best across both platforms but thrive more on iOS.
User Behavior: iOS users prefer premium content and longer subscriptions, while Android users are more price-sensitive and responsive to push notifications.
Market Dynamics: In the U.S., iOS holds 56.63% market share but accounts for 71% of app spending, driven by higher-income users.
Quick Comparison
Metric | iOS | Android |
|---|---|---|
Annual User Spend | $140 | $69 |
Retention (Day 30) | 3.7% | 2.1% |
ARPU | $8.39 | $1.54 |
Push Notification Opt-In | 51% | 81% |
Market Share (US) | 56.63% | 43.37% |
Key takeaway: Focus on iOS for higher revenue and retention. For Android, emphasize freemium models and push notifications to build engagement.
Why you should monetize with app subscriptions
User Retention and Churn Rates: iOS vs Android
When it comes to user retention and churn, the platform plays a significant role in shaping engagement. Interestingly, iOS users tend to stick with their subscriptions longer than Android users, a key insight that can guide monetization strategies.
Retention Rates: iOS vs Android Comparison
Retention rates shed light on user loyalty, and the numbers reveal a clear divide between iOS and Android. On day one, iOS apps boast a retention rate of 23.9%, slightly ahead of Android's 21.1%. While this initial gap may seem minor, it grows significantly over time, highlighting the long-term value of iOS users.
Fast forward to day 30, and the difference becomes striking: iOS apps retain 3.7% of users, nearly double Android's 2.1%. These figures emphasize iOS's stronger ability to hold onto users, even as overall retention declines.
Digging deeper, the Pushwoosh Benchmarks Study 2025 offers a closer look at weekly retention patterns. By day 7, iOS apps retain 6.89% of users, compared to Android's 5.15%. By day 30, iOS retention drops to 3.10%, while Android falls to 2.82%. Though both platforms see a decline, iOS consistently outpaces Android in keeping users engaged.
For subscription-based apps, the retention gap becomes even more critical. Subscription models themselves play a big role in how long users stick around. Annual subscriptions retain 28% of users after a year, compared to just 12% for monthly plans and 3.5% for weekly subscriptions. Across all models, iOS leads in performance, reinforcing its value for subscription-driven businesses.
Retention challenges are a reality for all apps. On average, 77% of daily active users stop engaging within the first three days after installing an app. However, iOS apps tend to weather this initial drop-off better than their Android counterparts, making them more resilient in the critical early stages.
These platform-specific retention trends set the stage for understanding the churn dynamics that follow.
Churn Rates and Contributing Factors
While retention highlights success, churn paints a picture of the challenges apps face. Android apps experience an average churn rate of 97.9%, while iOS fares slightly better at 96.3%. Although both platforms struggle with user loss, the reasons behind these churn rates differ.
The majority of users churn after their first session on day one, and by day 30, over 95% of users on both platforms have stopped engaging. This underscores the importance of making a strong first impression, as users' initial experiences can make or break their long-term commitment.
Several factors explain iOS's retention advantage. iOS users tend to be more engaged over time, showing higher "stickiness" compared to Android users. This translates to better subscription performance and greater lifetime value for iOS apps.
Payment systems also play a role. Android users are less likely to sign up for subscriptions, often preferring one-off purchases, and Google's less stringent payment policies can lead to billing issues. These challenges create friction, pushing users away from subscription-based services.
Push notifications add another layer to the story. Android users opt in to push notifications at a rate of 81%, compared to just 51% for iOS users. Android users also react to notifications more frequently, with a 4.6% response rate versus iOS's 3.4%. But higher notification engagement doesn't necessarily translate to better retention, as seen in the overall numbers.
The link between retention and profitability is undeniable. Boosting retention by just 5% can increase customer lifetime value by 25% to 95%. Combined with spending trends - $0.47 average in-app spend per user for Android versus $1 for iOS in 2022 - it's clear why iOS users are particularly valuable for subscription-based apps.
"In 2025, app retention will be driven by the ability to harness AI, gamification, and social engagement - but the true competitive advantage will come from data." - Sabrina Nelson, MarTech Services Director at ConsultMyApp
Revenue Generation and Spending Patterns
Data highlights a clear trend: iOS users consistently outspend their Android counterparts, making platform choice a critical factor for subscription success.
ARPU and Total Revenue Comparison
On average, iPhone users spend $140 annually on apps, which is more than double the $69 spent by Android users. This 2:1 spending ratio gives iOS-focused apps a considerable edge. When broken down further, iOS users spend $12.77 per app, while Android users average just $6.19.
The gap becomes even more pronounced with in-app purchases. iPhone users spend an average of $1.07 per transaction, compared to $0.43 on Android. Monthly spending follows the same trend, with iOS users averaging $10.4 per month on apps, dwarfing Android’s $1.4. This steady monthly spending makes iOS users especially valuable for subscription-based models that depend on recurring revenue.
In terms of overall revenue, the App Store generated $44 billion in the first half of 2025, significantly outpacing the $28 billion earned by the Google Play Store. For annual figures, the App Store brought in $85.1 billion in 2021, compared to Google Play’s $47.9 billion.
Subscription revenue further underscores the disparity. iOS accounts for 87% higher subscription revenue, with $13 billion generated in 2020 alone, of which 79% came from iOS. Moreover, top apps on the App Store earned an average of $13 million each in Q1 2025, compared to $7.8 million on Google Play.
Platform | Annual User Spend | Monthly User Spend | Avg. Per App | In-App Purchase Avg. |
|---|---|---|---|---|
iOS | $140 | $10.4 | $12.77 | $1.07 |
Android | $69 | $1.4 | $6.19 | $0.43 |
These numbers reveal a stark contrast in spending behavior between the two platforms.
Spending Behavior: iOS vs Android
The spending gap between iOS and Android users can largely be attributed to differences in user behavior and demographics. In 2024, the average annual income for iPhone users in the US stood at $53,251, compared to $37,040 for Android users. This income disparity plays a significant role in how users approach app spending.
iOS users are more willing to pay for convenience and perceived value, while Android users tend to favor free solutions. For instance, iOS users treat apps like Netflix - happily subscribing monthly for premium content - whereas Android users often prefer free apps or one-time purchases. This preference for recurring payments makes iOS users a prime audience for subscription-based monetization strategies.
Transaction patterns also shed light on spending habits. Android users often favor microtransactions under $5, while iPhone users are more likely to spend over $10 per purchase. Additionally, iPhone users not only make higher-value transactions but also purchase more frequently, creating a compounding effect that significantly boosts their lifetime value. In fact, in-app purchases by iPhone users are twice as high as those by Android users.
The US market further amplifies iOS’s dominance in revenue generation. iPhone users account for 71% of total mobile app spending in the US. App Store users also spend 1.5 times more per download than Google Play users, reflecting a quality-over-quantity approach. This makes each iOS user acquisition more lucrative for subscription-based businesses.
"Consumers are willing to pay a premium for products that truly solve their problems. Don't be afraid to price your app accordingly, especially if it delivers unique value. Price elasticity varies by market, but the 'why' behind the purchase is universal. Make sure your app's value justifies the cost." - Eric Crowley, Partner, GP Bullhound
For businesses aiming to monetize through premium models, subscriptions, or in-app purchases, focusing on iOS emerges as the smarter choice.
Subscription Pricing and Plan Performance
The difference in spending power between platforms plays a significant role in shaping pricing strategies and how well subscription plans perform. By examining user behavior and willingness to pay on iOS and Android, developers can identify key insights that directly impact subscription revenue.
Pricing Trends by Platform
While most subscription apps stick to similar pricing across iOS and Android, some developers test platform-specific strategies. Common subscription prices fall between $2.99-$7.99 per week, $4.99-$14.99 per month, and $29.99-$99.99 annually.
Adjusting price points for each platform can help optimize conversions, especially when factoring in the 43% income disparity between iOS and Android users. Interestingly, the type of device also influences purchasing behavior. For example, users of premium Android devices often behave like iPhone users, showing a higher willingness to pay compared to those using budget Android models.
Another important factor is localization. Android pricing strategies often need to be tailored to specific countries due to significant regional income differences. In wealthier countries, Android users may exhibit spending habits similar to iOS users. However, in nations with lower purchasing power, the gap between platforms becomes much more pronounced.
These differences highlight the value of experimenting with pricing strategies that reflect platform-specific and regional dynamics.
Plan Performance Metrics
Data on subscription plan performance further emphasizes the divide between iOS and Android. iOS users consistently generate higher revenue, with iOS subscriptions delivering 5× higher ARPU compared to Android - $8.39 versus $1.54 on average. The pattern extends to Realized Lifetime Value (RLTV), where iOS users globally outperform Android users by the same 5× margin. For users acquired through Apple Search Ads, the gap widens dramatically to 15.8× higher RLTV after 14 days.
iOS users also tend to commit to longer subscription plans, reflecting their higher disposable incomes and preference for premium services. Android users, on the other hand, often opt for shorter commitments and are more sensitive to price increases.
Payment processing adds another layer of complexity. On Android, Google's optional payment method policy can lead to more billing issues, reducing subscription renewal rates and creating friction during the conversion process. In contrast, iOS offers a more streamlined system, giving it a strategic edge for subscription-based apps.
The broader subscription landscape mirrors these trends. According to RevenueCat's 2024 data, 60% of subscription apps are iOS-only, while 28% operate on both platforms, and just 11% are Android-only. This distribution underscores the tendency of developers to prioritize iOS for monetization.
For developers aiming to grow subscription revenue, the data strongly supports an iOS-first approach. Despite Android having three times the number of downloads, iOS users convert at higher rates, stick with subscriptions longer, and are more likely to upgrade to premium tiers. AI-powered apps, in particular, are thriving on iOS, with some achieving monthly subscription revenues of $1,000 or more - driven by users willing to pay for cutting-edge features.
Retention Drivers and User Behavior Patterns
Understanding what keeps users engaged is essential for improving subscription success. The factors that drive retention highlight why iOS users, despite opting into notifications less frequently, often contribute more to subscription revenue. Differences in how users interact with notifications, onboarding processes, and overall app engagement across iOS and Android create unique opportunities to refine retention strategies.
Push Notifications and Onboarding Impact
Push notification policies vary significantly between iOS and Android. iOS requires users to grant explicit permission for notifications, while Android automatically opts users in by default. This results in an 81% opt-in rate on Android compared to just 51% on iOS. However, iOS users who do opt in tend to be more engaged - they open notifications faster, and users who receive push notifications show a 191% boost in engagement.
Interestingly, Android users achieve a median notification open rate of 4.6%, higher than iOS's 3.1%. This could be attributed to Android’s design, which keeps notifications more accessible and visible for longer. Additionally, Android offers more advanced customization options for notifications. A 2021 study by Airship revealed that sending just one message within the first 90 days of app use increased retention rates for media apps by 147%, while daily push notifications boosted 90-day retention by 285%.
"While many mobile pros worry about over-messaging app users, their real worry should be under-messaging app users." – Airship
Onboarding also plays a critical role in retention. iOS sees a Day 1 retention rate of 27%, slightly higher than Android’s 24%. By Day 30, iOS retains 8% of users compared to Android’s 6%. Since 77% of users abandon apps within the first 3–7 days, effective onboarding can make a huge difference, with the potential to improve retention by as much as 50%. These differences in notification engagement and onboarding effectiveness shape distinct subscription behaviors across platforms.
Subscription Usage Behavior Differences
Once users are onboarded, their engagement patterns diverge further. iPhone users are more inclined to spend on subscriptions and in-app purchases, while Android users show stronger loyalty within price-sensitive segments.
Communication preferences also vary. Email marketing performs particularly well with iOS users - 28.4% of email opens occur on iPhones, with an additional 9% on iPads. In contrast, only 2.3% of email opens happen on Android phones. For push notifications, about 55–60% of iPhone users opt in, compared to 85% of Android users who are automatically enrolled. These differences emphasize the importance of platform-specific strategies for subscription monetization.
Platform loyalty also plays a role. While 52% of Android users express an interest in switching to iOS for better functionality, only 16.8% of iOS users consider switching to Android for enhanced AI features. This suggests iOS users are generally more satisfied with their platform, which may explain their higher spending on subscriptions.
For subscription apps, tailoring retention strategies to platform-specific behaviors is critical. iOS users tend to respond well to premium features and email campaigns, while Android users are more engaged by push notifications and value-oriented messaging. Crafting communication and engagement strategies that align with these behaviors can significantly enhance subscription outcomes.
Key Insights for App Developers
Drawing from the detailed metrics above, here are some actionable strategies to help app developers effectively monetize their mobile apps. These insights, particularly the subscription metrics comparison between iOS and Android, offer a roadmap for navigating the competitive mobile app market.
Main Takeaways for Monetization Strategies
iOS stands out as the premium platform for monetization. The data shows that iOS users generate almost five times the ARPU compared to Android users ($8.39 vs. $1.54). Additionally, iOS users spend more per app ($12.77 vs. $6.19) and per transaction.
Retention hinges on quick post-installation conversions. With 82% of trial starts happening on the same day the app is installed, the first few hours after installation are critical for engaging users and driving conversions on both platforms.
Platform-specific strategies are essential. iOS users are more responsive to email marketing, with a 28.4% open rate, while Android users show higher engagement with push notifications, boasting a 5.3% click-through rate.
Pricing and trial strategies require careful planning. Apps offering lower-cost annual plans retain up to 36% of users after a year, while pricier monthly plans retain only 6.7%. However, nearly 30% of annual subscriptions are canceled within the first month.
The key takeaway? Focus monetization efforts on iOS first, where users are more likely to convert to paid subscriptions. For Android, consider starting with freemium models or ad-supported options to grow a broad user base, gradually introducing premium features as engagement strengthens.
These insights provide a strong foundation for app developers looking to refine their strategies and maximize revenue.
How Appeneure Can Help
Turning these insights into actionable results requires expertise in both app development and user engagement. This is where Appeneure excels. With a proven track record of delivering high-performing apps across industries like health tech, e-commerce, and AI-powered solutions, Appeneure understands the nuances of platform-specific monetization.
Their UI/UX design services are laser-focused on creating user-friendly interfaces that make the most of the critical first-day experience - when 82% of trial starts occur. This approach helps combat high churn rates, as only 3% of apps retain active users after 30 days.
Appeneure's agile development process allows for rapid testing and iteration of monetization strategies. Considering that the top 5% of newly launched apps earn over 400× more revenue in their first year compared to the bottom 25%, having a development partner who can quickly adapt subscription models, pricing, and onboarding flows is invaluable.
Additionally, their expertise in AI-powered app development enables them to incorporate advanced personalization and user behavior analytics. This can help reduce churn during onboarding and improve engagement. Whether it’s crafting email campaigns for iOS users or optimizing push notification systems for Android, Appeneure’s dual-platform expertise ensures that these data-driven insights are transformed into profitable, high-performing mobile apps.
FAQs
Why do iOS users spend more and stay subscribed longer than Android users?
iOS users are known to spend more on apps and subscriptions than their Android counterparts. This trend is largely tied to the fact that iPhone users generally have higher average incomes, which influences their willingness to make purchases. They’re also more likely to pay for premium features and in-app upgrades, making iOS a more appealing platform for developers seeking revenue opportunities.
Although Android boasts a larger user base, iOS users consistently generate higher revenue per person and show stronger engagement with paid services. This mix of higher spending habits and loyalty not only drives longer subscription retention but also leads to greater overall revenue for the platform.
How can app developers use differences in iOS and Android user behavior to improve monetization strategies?
App developers can boost revenue by customizing their monetization strategies to match the behavior patterns of iOS and Android users. Here's the key difference: iOS users are more likely to spend on in-app purchases and subscriptions, making premium features and exclusive content a smart choice for this platform. On the flip side, Android users often prefer ad-supported models, creating opportunities for developers to earn through targeted ads.
Given that iOS users typically have more disposable income, developers can introduce higher-priced subscription plans or premium one-time purchase options to capitalize on this trend. Meanwhile, Android apps can focus on growing their user base and generating consistent income through ad impressions, ensuring a steady stream of revenue.
Why do Android apps often experience higher user churn, and what can developers do to reduce it?
Android apps often struggle with high churn rates, often caused by clunky onboarding experiences, technical problems, or users feeling the app doesn’t offer enough value. These hurdles can push users to quit the app soon after installing it.
To address this, developers should aim for a smooth and intuitive onboarding process, prioritize making the app reliable and free of bugs, and regularly roll out updates and features that align with user expectations. Adding to this, responsive customer support and actively listening to user feedback can go a long way in building trust and keeping users engaged.
