Mobile operating systems play a role in consumers’ choice of smartphones. While Android and iOS make up 99.8% of the global market share for mobile operating systems1, this survey indicates a total market share of around 85% in the Nordics.
According to this survey, 49% of Nordic consumers use Android while 35% use iOS. The preference for operating system varies between the Nordic countries. Swedish and Finnish consumers prefer Android while Norwegian and Danish consumers do not seem to have a strong preference for either.
The overarching difference between iOS and Android users’ behaviour is that iOS users are more active on their phones. Their degree of mobile addiction, app usage, multitasking and social media usage is higher than for typical Android users.
Nordic iOS users also tend to be more tech-savvy. These users are more eager to buy new products compared to Android users who mostly replace old technology when it malfunctions. iOS users also own more devices and are more aware of the complex technical functionality integrated into their phones.
Selecting a mobile operating system is not arbitrary, and most consumers appear to get addicted to the operating system they use. iOS users are most loyal as 73% of current iOS users also used iOS on their previous phone. Android users are also quite persistent when selecting operating system as 61% of current Android users also used Android on their previous phone.
In Finland and Sweden users strongly prefer Android, while in Norway and Denmark there is almost a 50/50 division of preferences.
iOS is more popular among the youngest age group in all the Nordic countries
Mobile addiction, app usage, multitasking and use of social media are all more dominant amongst the average Nordic iOS user
44% of Android users buying new products only when the current device malfunctions compared to 35% of iOS users
Compared to Nordic Android users, Nordic iOS users are equally or more aware of the machine learning functions that come with modern smartphones
55% of iOS users are in the category "active promotors" of their phone brand" as compared to 46% of Android users