Study: Android Owners “More Complacent” Than iOS Users When It Comes To Browser Choice

The majority of iPhone and Android owners use the default browser on their devices, though some have downloaded and use alternatives according to a new analysis from Chitika. The company looked a week’s worth of traffic from US and Canadian sites, amounting to “hundreds of millions of online impressions from [the Chitika] ad network between August 28th and September 4th, 2012.”

Notwithstanding the “complacency” of most mobile browser users Chitika discovered that iOS owners were more inclined to download and use alternatives. Chitika reported that more than 91 percent of Android impressions were from the Android browser. However “only” 85 percent of iOS traffic came from Safari.

Source: Chitika (September, 2012)

Android browser distribution:

  • Default Android browser: 91 percent
  • Opera: 5.83 percent
  • Chrome: 2.34 percent
  • Firefox: 0.56 percent

iOS browser distribution:

  • Safari: 85.03 percent
  • Google Chrome: 3.07 percent
  • Other (e.g., Dolphin, Atomic, Mercury): 11.9 percent

It’s not immediately clear why iOS users are slightly more inclined to try alternative browsers. One interpretation might be that Android browser users are more satisfied than Safari users. However another might be, conversely, that iOS users are more engaged and aware of their choices than Android users.

Related Topics: Apple: Safari | Channel: Content Marketing | Google: Android | Statistics: Mobile Marketing | Top News


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

Connect with the author via: Email | Twitter | Google+ | LinkedIn

Marketing Day:

Get the top marketing stories daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.
  • Michael Martin


    Also note that Chrome became the default browser once on Android 4.1 (Jelly Bean) replacing the previous standard Android browser, as this data doesn’t seem clear to include Chrome data once its the default.

  • Musa Abu Ayyoub

    Android folks are more complacent than ios users because the Android browser dosen’t suck. Apple should kill Safari already it sucks as a desktop browser and is even worse as a mobile browser. Firefox and Chrome are the only two decent (mainstream) browsers on the market.

  • Gary Clark

    Im guessing flash has a role to play here.

    Chrome for android only works on 4.0 and up which is a small portion, and it doesnt include flash, so is definitely still going to be a small portion on Android.

    Iphone users will have gone in search of browsers such as skyfire that allow some flash use, even if they didnt stick with that particualar browser it may have opened them up to the option of switching browsers.

    As much as many hardcore android users would disagree (i myself would fall in this bracket, flash roms etc) i think iphone users tend to be a little bit more tech savy and more invested in there toy since the paid a lot for it compaired to the average android user that chose their phone since they got it because it was a decent affordable looking smartphone.

  • Michael Merritt

    I tried Firefox for Android once. It didn’t work very well, so I went back to the stock browser. I recently read that it’s been improved, so I’ll have to try it out again.

  • Hillary MacBain

    Another thing to consider here is that many older androids don’t support other browsers. In my particular case, Chrome and Opera are not supported on my Samsung Galaxy S. The only “well-known” alternative to the stock browser is Firefox, which tends to be buggy and slow. After trying to adopt my mobile browsing to Firefox for a month, I returned to the stock browser for its comparative speed and agility.

    I think it’s an interesting to study what browsers are adopted by Android vs. iOS users, but I’m not sure complacency is necessarily the correct conclusion.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!