Now, why is iOS typically more expensive?
- Cost Per Loyal User
- Cost Per Engagement
- Cost Per Registration
- Cost Per Reservation
- Cost Per Purchase
- Cost Per in-app Purchase
- Cost Per Subscription
Apple’s Search Ads offer advertisers the lowest CPI rate. If a client wanted to focus solely on installs, no matter the quality or the interaction post download then it would be far cheaper to advertise to Android users only. An iOS install typically costs 3 times that of an android install in the same country.
“Android has managed to conquer a much bigger mobile devices market share and hence there is less competition for mobile users on the Android side.”
But why pay more?
The consensus is that app downloads from an iOS user are generally of a better quality and therefore more lucrative for the advertiser. The data suggests that if the app is free, iOS users are more like to purchase post-install. They are less likely to delete the app and therefore, the higher CPI is arguably justified. Whereas, Android users are classified as non-committal and less likely to become a lifetime customer.
There are demographical differences between Android and iOS users, and the two are built differently which has led to the disparity in costs.
According to developers Buildfire. ...if you’re going to charge for downloads, the Apple App Store is the place to do it. That’s because those users are used to seeing more paid apps and less free apps when they’re searching for something to download. Whereas Android users don’t see as many apps that require payment to download.
It is down to the advertiser and the marketer what their goals are and what the are prepared to pay for a cost per good
To learn more about KMG Apple Search Ads, please get in touch today.