How Fast Are Consumers Adopting iOS 7? Details And Data Form Tapjoy’s Network

Tapjoy’s Patrick Seybold reports that Tapjoy has been monitoring its network of more than 200 million iOS devices to find out how quickly consumers are adopting iOS across the globe.

In short, they find that:
-iOS 7 is being adopted at a significantly faster rate than iOS 6, as we saw it took 20 hours for iOS 6 to reach 10% adoption on our network, where iOS 7 took only 8 hours.
– Just 24 hours after iOS 7 became available, 25% of iPhone owners have updated to iOS 7 compared to just 12% of iPod and 15% of iPad users.
– North America seems to be the fastest region to embrace the new OS with 28%; Latin America is close behind at 26% and EMEA at 22%. Asia Pacific, at 14% has been the slowest to adopt iOS 7, which shouldn’t be a huge surprise since they were slowest to adopt iOS 6

It may be too early to tell whether fans will fully embrace the changes made in iOS 7, but if Tapscape’s network data and the surge to download the new OS is any indication, consumers are clearly interested and quick to give it a try.

Apples iOS 7 became available on Wednesday, Sept. 18, and the media seems pretty enamored with it. CNN called it “a whole new iPhone experience” and the LA Times said that it “could be a bigger change than iPhone 5s and 5c.” TechCrunch had a somewhat more tempered but still upbeat view, describing it as “A Major Makeover That Delivers, But Takes Some Getting Used To.” However, the question is, are consumers as excited about the operating system as the media?

Early data seem to indicate that they are.

Based on Tapjoy’s network-wide data, which has a reach of over 200 million unique iOS consumers per month, iOS 7 is being adopted at a rate much faster than iOS 6 was. For instance, it took 20 hours for iOS 6 to reach 10% adoption, while iOS 7 reached it in less than half the time – in a mere 8 hours. Twenty-four hours after its initial availability, iOS 7 stands at 22% adoption, while iOS 6 was only at 15% after the same time period. Interestingly, it appears iOS 7 growth is happening purely at the expense of iOS 6; in other words, if you didnt bother to upgrade to iOS 6 in the first place, then youre not likely to download iOS 7 on the first day. See the chart below to compare the progression of each OS.

A deeper dive into the data tells us which device types are being updated the fastest. Historical data shows that iPhone owners have upgraded to the latest operating system versions faster than their iPod and iPad owning counterparts. At the start of the day Wednesday, 87.7% of iPhone owners on Tapjoy’s network were using iOS 6, while only 82.2% and 82.7% of iPod and iPad owners, respectively, had made the update to iOS 6 from an earlier version. Today, approximately 24 hours after iOS 7 became available, 25% of iPhone owners are using it, compared to 12% of iPod and 15% of iPad owners.

A look into the regional breakdown tells an interesting story as well. North America seems to be the fastest region to embrace the new OS, with 28% of Tapjoy users here already having updated. Latin America is close behind, at 26%, with Europe, Middle East and Africa (EMEA) at 22%. However, the EMEA numbers appear to be brought down by Africa, as Europe and the Middle East would be closer to, or perhaps ahead of, North Americas numbers if broken out separately. The Asia-Pacific (APAC) region is the slowest to adopt iOS 7 (currently at 14%), which comes as no surprise since they were also the slowest to adopt iOS 6.

Tapjoy also took a look at which specific countries are embracing iOS 7 the fastest. Throwing out the smallish outliers like the Aland Islands, where iOS 7 has already been adopted by 95% of Tapjoy users on this tiny archipelago in the Baltic Sea. Among major countries on their network Tapjoy sees that users in South Korea are the fastest to update so far, with Brazil, the United Kingdom, Mexico and then the United States in hot pursuit.

It may be too early to tell whether fans will fully embrace the changes made in iOS 7, but if Tapjoy’s network data and the surge to download the new OS is any indication, consumers are clearly interested in giving it a spin at the very least.

For more information, visit:
http://advertisers.tapjoy.com/