Falcon vs Commodore, Pepsi vs Coke, Star Wars vs Star Trek. There are some rivalries that keep burning through the ages, and sometimes that's just the way we like them.

In the current parlance iOS vs Android is about as bitter a divide as you'll find – with a recent study showing just how different these tribes are. 

iOS kills on engagement

While Android is the undisputed leader in terms of market share (enjoying 85 per cent compared to 11.9 per cent got iOS), it seems the latter's users are far more engaged.

A recent report from Net Applications, which analysed mobile traffic to 40,000 websites, revealed iOS users are seven times more active online than their Android counterparts.

Margin of error

While the figures are certainly not conclusive, they do point to a broader trend of iOS users being more engaged online and on social overall. 

This is generally attributed to the fact that Android is active in the low-end handset market, an area where phones may not be used much in mobile commerce and associated activities.

The takeaway for marketers? When targeting content on mobile, bigger isn't always better.

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