The Consumer’s Preferred Operating System: Android or iOS

Google’s Android and Apple’s iOS have been the frontrunners in the Smartphone era that we have been witnessing. Since the past 5 years we have seen revolutionary changes in the usage of mobile phones. Apple with its iPhone series created ripples in the market but in 2007 Android OS launched by Google challenged the dominance of Apple iOS. Further we have seen the smart phone market was fuelled by youth who have preference for innovations. They are the ones who have been downloading various Apps and fuelling the growth of such phones. A comparative study was done keeping this in mind to identify the consumer’s preference towards the two most popular OS. An attempt is made to identify various factors that influence purchase decision between them and lastly to analyse which OS gave user’s more satisfaction. The research carried out in this area helped us know the challenges faced by the marketer for reaching its target audience and the challenges faced by the customer while judging the brand during purchase.