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分析Android设备用户粘性低于iOS的原因

发布时间:2012-11-27 16:10:45 Tags:,,

作者:Ryan Kim

Android智能手机销量已经领先iOS,但其在美国市场的用户粘性仍落后于iOS设备。IBM提供的有关黑色星期五购物流量的最新数据显示,iOS设备的流量胜过Android设备。同时,Asymco出示的图表也指出了这两种设备在用户粘性方面的差距。

US mobile shopping traffic(from asymco)

US mobile shopping traffic(from asymco)

IBM指出,在黑色星期五当天,有77%的移动流量来自iOS设备。而Comscore之前数据表明,Android智能手机用户占比52.5%,而iOS设备仅占34.3%。但其中某些数据来自iPad设备,相较于iPhone与Android手机,独霸平板电脑领域的iPad创造的流量更多。但与iPhone一样,iPad的使用率规模也远超过其市场占有率。Gartner指出,在第三季度iPad出货量已降至50.4%。但IBM表示,iPad仍在本次假期中贡献了88%的平板电脑流量。

然而,现在由于Kindle Fire、Nook以及其它Android平板电脑的出现,Android在智能手机市场份额上占据首位,并逐步蚕食iPad的市场份额,可是为何iOS设备仍占据主导地位?

以下是从网上收集的相关推测:

*Asymco的Horace Dediu认为Android设备可能更吸引新用户,同比资深手机用户,这类新用户对手机设备的使用率更少。但他并不确信这一答案。也许,这同Android设备的“设计要素”或“用户体验瑕疵或整合问题”有关。

*有人认为,Android用户更喜欢免费产品,因此他们不大可能在设备上购物。我们已经见识到Android与iOS用户在乐意购买应用方面的差距——Android用户偏爱免费应用,但这种差异会随着时间发展而逐渐缩小。

*Daring Fireball的John Gruber在之前提到,有些Android用户先前主要使用功能性手机,因此他们并不了解智能手机的所有功能。鉴于功能性手机数量的大幅减少,这类用户可能会逐渐转向使用廉价的Android设备,而且仅用于打电话和发短信。

*来自Digitally Speaking的Tim Windsor进一步阐明了这个问题,他指出,大部分iOS用户是专为使用某些功能而购买苹果产品,而大部分Android用户仅从实用性的角度考虑。他认为这些用户对复杂的手机处理能力并不感兴趣。

*最近,Cloud Four的Jason Grisby指出,通过查看手机网络流量可知,这种差距并不存在。只有当你查看iOS与Android设备的Wi-Fi流量使用情况时,这种差距才会突显出来。他认为,有些Android用户可能不清楚该设备可以在Wi-Fi中使用,或者他们属于较低收入阶层,比较难以接触到Wi-Fi网络。

*有些人认为,从高端Android设备角度上看,iOS和Android高端用户使用情况并不存在差距。问题主要源于那些廉价过时的Android设备,它们无法为用户提供出色体验,或者其装载的老式Android操作系统版本不利于用户浏览网页。市场上确实存在大量廉价Android手机,它们也许就是造成这种差距的主因。并且大部分Android用户仍在使用Android2.0版本。

*苹果用户可能会选择提供出色体验的应用。而习惯使用浏览器的Android用户可能无法发现这些应用的的迷人之处。

*NetMarketShare今年初曾指出,购物数据可能无法正确体现这些设备的用户粘性。然而,根据一般浏览数据可知,iOS设备的移动流量占比达65%,而Android流量仅占比20%。

需要说明的是,在此我们仅研究了美国市场基于购物流量的数据。我的推测是,可能有不少走进手机商店的人只会去看那些实用功能手机,而售货员则力推Android设备。如果他们买下一部新手机,它极有可能就是Android设备,除非他们原来就明确要购买iPhone。这些用户可能对移动设备还不够了解,但相信久而久之他们会掌握更多经验。(本文为游戏邦/gamerboom.com编译,拒绝任何不保留版权的转载,如需转载请联系:游戏邦

Why are Android users less engaged than iOS users?

by Ryan Kim

Android has raced ahead of iOS in smartphone share but it continues to fall behind in usage and engagement in the U.S. The latest data from IBM  on Black Friday shopping traffic underscores just how much iOS outperforms Android. Asymco has some good charts that highlight the engagement gap.

IBM said that 77 percent of mobile traffic on Black Friday came from iOS devices. This despite the fact that Comscore said that Android has 52.5 percent of smartphone subscribers while iOS has 34.3 percent. Some of it comes down to the iPad, which is still the dominant tablet and produces the most traffic compared to iPhones and Android phones. But like the iPhone, the iPad exhibits outsized usage patterns beyond its actual marketshare. Gartner said in the third quarter, iPad shipments have dropped to 50.4 percent. But IBM said it contributed 88 percent of the tablet traffic over the long weekend.

Android engagement, Asymco

This is a pattern than has been in place over the last few years. But now that Android is now the top dog on smartphones marketshare-wise and is eating into the iPad’s lead thanks to the Kindle Fire, Nook and other Android tablets, why is iOS still so dominant?

Here are some theories we’ve gathered from around the web alongside our thoughts:

Horace Dediu of Asymco wondered if Android was attracting more late adopters, who were prone to do less with their phones than hardcore smartphone users. But he’s not convinced that’s the answer. Perhaps, it has more to do with “design considerations” or “user experience flaws or integration.”

One thought is that Android users are more apt to want things for free, so they’re not as likely to shop for things on their devices. We’ve seen a gap in how Android and iOS users are willing to pay for apps — Android users prefer free apps – but that difference is going down over time.

Some Android users are just graduating up from a feature phone and really don’t understand all they can do with their device. Considering the declining number of feature phone options, it’s possible that people are graduating to cheap Android devices, but just still talk and text on them, something Daring Fireball’s John Gruber mentioned before.

Tim Windsor from Digitally Speaking goes a step further, saying that most iOS buyers are specifically buying their devices for the features they can access, while most Android users are just buying what’s available to them. Most, he believes, aren’t interested in serious computing power.

Jason Grisby of Cloud Four recently wrote that the gap doesn’t exist when looking at web traffic over cellular. It’s only when you examine iOS and Android traffic over Wi-Fi that a usage gap emerges. He believes that Android users might not be aware of the availability of Wi-Fi networks through their device or are in lower income brackets and have less access to Wi-Fi networks.

Some people believe there is no gap at the high end when looking top Android devices. The problem is with cheaper and older Android devices, which don’t provide as good an experience or are saddled with older versions of Android, which are worse at browsing. It is true there are more cheap Android phones options available, so that might contribute to some of the gap.

And a majority of Android users are still on devices running Android 2.0.

Apple users are more likely to use apps, which can provide a better user experience. Android users who turn to a browser may not find it as inviting or engaging.

It’s also possible that shopping data is not an accurate proxy for engagement. NetMarketShare earlier this year said, however, also came up with general browsing data that showed iOS devices have 65 percent of mobile traffic compared to 20 percent for Android.

To be clear, the data we’re looking at is from the U.S. only, and it’s based primarily on shopping traffic. My theory is that there are people who walk into a cellular store, see only a handful of feature phones available and a salesperson who is heavily pushing Android devices. If they want to walk out with a new phone, it’s likely going to be an Android unless they came in already looking for an iPhone. Those people may not be savvy now, but they will get more experienced over time. What’s your theories on this Android paradox?(source:gigaom)


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