Apple is more than just a big company. They’re an iconic brand that has led the way in design for consumer tech since the 80s and changed the face of communication forever with the invention of the iPhone. They’ve been at the forefront of emerging technologies like wearable tech with the Apple Watch and Airpods, and their subscription services and App Store have been instrumental in changing the way we consume entertainment like music, books, games, and TV.
However, by studying the number of Apple vs. Android users in the US, we can see that they are not the clear market dominator. In fact, you either love Apple or hate it. Fans rave about the sleek design of their hardware and the ease of using their integrated suite of tools. Haters complain about their poor handling of treasured music libraries, struggle with their limiting UI, and just want them to get rid of that inconvenient touch bar.
So who are the lovers, and who are the haters? Let’s take a look at some demographics to find out.
How many people around the world buy Apple products? Who are they, and what do they buy? Apple’s primary revenue stream is from iPhone sales, although Android still leads in total global smartphone sales. It’s interesting to note that, unlike other major device companies, a majority of Apple users are young women, and many MacBook users live in small towns and rural areas in the United States.
According to Apple demographics, almost 2 billion people around the world use Apple devices. This includes not only iPhones and iPads, but also wearables like Apple Watches, and classic Apple products like desktop Mac and MacBook laptops.
The majority of Apple devices currently in use are smartphones. Apple has sold over 2 billion iOS devices; however, only about half of them are currently active. This is most likely due to people upgrading or replacing their old phones.
Apple statistics tell us that iOS is the second most popular smartphone operating system in the world. However, Android still leads the market with almost 75% use globally, which is nearly double the number of iOS users. This is probably because the Android operating system can be installed on many different types of phones, while iOS is specific to Apple products.
Apple customers demographics from 2019 show that about 51% of all iOS users were female, while 43% were male. Moreover, the percentage of female users in the US was 58%. While it’s a small majority, it is the only major smartphone vendor with a majority of female users.
While Europe and Greater China make up key portions of Apple’s target market, the Americas are the largest geographical market for Apple, contributing over 46 billion dollars in Q1 of 2021 alone.
According to Apple age demographics, 2022 will continue to show that the largest group of MacBook users in the United States are young millennials and Gen-Zs. This demographic is at the age where they start their first job or finish school—two pursuits where a MacBook is very handy.
It’s surprising to note that only 30% of all Apple laptop users live in big cities, as you’d expect many professionals like software developers and designers to use MacBooks for work. However, more than half of laptop users live outside major cities.
How much are Apple fans spending? Apple’s current global market capitalization is $2.08 trillion, more than most countries’ GDPs (the average global GDP is around $88 billion). So, it’s safe to say that Apple customers are spending a hefty sum. Let’s dig into some of the numbers that make up this staggering statistic.
The iPhone is Apple’s most popular product, according to Apple’s yearly sales reports. It accounts for almost 60% of the company’s total revenue. In 2020, the device generated almost $140 million in revenue worldwide, with 195 million units sold. This is likely attributable to the increase in remote working brought about by Covid.
The smartphone is more ubiquitous than any other brand, selling at least 190 million units every year since 2014, and almost 206.1 million units in 2020.
Mcommerce statistics indicate that nearly half of smartphone users consider online shopping the primary use of their device.
According to Apple watch demographics, iPhone fans also like the company’s wearable tech, which is not surprising given the advantages that owning matched-brand wearable tech brings. In fact, Apple is a clear winner when it comes to seamlessly syncing content and transferring communication among devices.
The Apple Watch target audience skews heavily toward the United States, and the device adoption has been much higher in the US than in the rest of the world. This is likely because wearable technology overall has seen a higher adoption rate in the States than outside it.
After getting off to a slow start, with just 10 million units sold in its first year, Apple Watch sales picked up in the last 6 years. By 2018, about 50 million units were sold, and by the end of 2020, the number was bigger than 100 million.
The number of Apple customers who purchase either an iPad or iPad Pro has fluctuated over the years, peaking way back in Q3 of 2013. In Q3 of 2020, iPad sales accounted for over 10% of the company’s total revenue. Furthermore, Apple shipped over 14.7 million iPads in Q1 of 2021.
Apple is the number one global tablet vendor, with 19 million units sold in Q4 of 2020, which accounted for 36.5% of all global tablet shipments. Moreover, Apple segmentation shows that nearly 50% of people in the US who have an iPhone own an iPad as well.
Apple is known not only for its hardware, but also for its content platforms, including the App Store, Apple Music, and Apple TV. However, the company missed out on being first to market with streaming services, allowing competitors like Spotify and Netflix to gain the advantage. So, is Apple Music as popular as Spotify? How about Apple TV—can it compete with Netflix? Let’s dive into some figures to find out.
The demographics of Apple users using its music streaming platform show a steady increase since the service was created in 2015. The service, which used to be iTunes, has seen a boom in the last two years. The number increased by roughly 10 million users yearly from 2015 to 2019, then saw a jump to 20 million added users in 2020, and nearly 30 million added in 2021.
According to Apple Music demographics, an Apple Music user can pay three times more than a Spotify user for a single stream. Spotify users pay between $0.0026 and $0.0049 per stream, while Apple users pay a flat rate of $0.0076. YouTube is the cheapest music streaming service, with $0.00067 per stream.
Apple was late to the streaming party, allowing Spotify to quietly grow for years. According to Apple statistics, though Apple Music has grown steadily since 2016, it still trails Spotify’s number by about 100 million users.
About 25% of subscribers watched the service a few times a week, 17% watched once a week, and 9% watched only once a month.
This year probably won’t see Apple overtake Google as users’ favorite App Store in the world, according to Apple customer demographics. In 2021, Google Play boasted an impressive 3.48 million apps, while Apple had roughly 2.22 million available apps.
Although Google Play has a significantly larger number of apps available for download, it appears that Apple does a better job of monetizing its App Store content. Users spent almost $20 billion on Apple apps in 2020, which is nearly double what they spent in the Google Play store.
App usage statistics indicate that yearly consumer spending on mobile apps could reach $171 billion by 2024.
How many people who threaten to leave the Apple ecosystem do? Does anyone actually like Siri? These are the burning questions we’ll try to answer as we go through some final statistics.
Apple leads the market in smartphone customer retention, with the majority of iPhone users citing the ecosystem as the driving force when considering an upgrade. Android users are slightly less loyal, with Google seeing 60% customer retention for smartphones.
Apple’s target customers are a smart bunch; however, many won’t leave the Apple ecosystem simply because they think learning to use a new device would be too time-consuming. About 33% say they are too invested in their apps and current phone setup to switch, and 28% see moving their content as too much of a hassle.
It’s likely that, for the Apple target audience, 2022 will not mean a switch to Android. In fact, many iPhone users will probably never change ecosystems. Furthermore, over 70% of consumers say that seamless syncing of their content is a major factor in sticking with their current OS, and the more devices a user has to share content, the harder it will be to switch to a new provider, Apple iPhone target market statistics show.
The use of Siri is significant in the US, with an average use of 25 times per month. Although half of iPhone users don’t use the feature at all, users who do probably use it at least twice a day.
Ecommerce statistics indicate that the “voice commerce” market (i.e., people using virtual assistants like Siri to assist with online shopping) will reach $80 billion per year by 2023.
Despite being a global behemoth with a worldwide market cap larger than most countries’ GDPs, there are still areas in which Apple’s popularity is clearly lacking. iPhones make up the bulk of Apple’s sales; however, more people use Android devices than iPhones globally. Apple also missed out on being first to market with streaming options, and now trails other platforms like Netflix and Spotify in those areas.
Where Apple excels is in customer retention and loyalty. Once people join the Apple ecosystem, they are very unlikely to leave, particularly if they buy more than one device.
There are around 1.65 billion Apple devices currently active (meaning “online”) in the world. This number does not correlate 1:1 to the number of users, because some people own more than one device, or are in the process of replacing their current device with a new model. It also doesn’t count devices that are disconnected from the internet. However, it gives us some idea of how many people in the world buy and use Apple products.
Depending on the device, Apple users might be as young as 16 or as old as 70. According to statistics taken in the US, the iPhone is most popular among 16 and 24-year-olds, with the majority of people in that age group preferring iPhone to Android. Moreover, MacBooks are popular among people aged 24–35 who primarily use the devices at work or for school. In fact, about 75% of iPhone users are older than 35.
Apple primarily markets its devices and services toward young professionals and college students. Their marketing is and always has been hip and trendy, dating back to the very first iPod commercials released in the early 2000s, which many people considered groundbreaking at the time. MacBooks, as a recent example, are used by creative professionals, including software developers, designers, video and music editors, and photographers.
Before 2017, men bought the majority of Apple products, primarily people aged 25–44. However, with the Apple Watch addition, the target audience changed slightly and became more balanced. When the Apple Watch was added to the Apple suite of devices, Apple customer demographics started to include more women and older people.
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