Apple devices are in the midst of getting a huge upgrade, with the new iOS 11 officially becoming available today, as well as new iPhones, Apple Watches and other gadgets shipping in the coming weeks. As such, the timing seems appropriate for other companies to get a deeper insight into the other consumer trends that have been exhibited by iPhone users. Although some revelations may not be surprising to some, there are at least a couple of mild "gotcha" moments to be gleaned from the data.
According to Fortune, a new study from the analytics company Cambridge Analytica has found that, between iPhone and Android device owners, the Apple supporters are more than 2.3% more likely to drive a Honda over their Android contemporaries. BMW came in behind that, with a 1.8% difference in ownership of that particular car manufacturer's product. Interestingly, Android users are more likely vehicles of the Dodge, Chrysler, and Hyundai variety. The study also found that iPhone owners have a much stronger preference for Swedish clothing brand H&M's items than Android owners. Apple users are also more likely to shop at Forever 21, Nike (NKE, +0.02%), and Nordstorm, as compared to Android owners over the last six months. In fact, Levi's was the only company to rack up significantly more Android customers than iPhone supporters in that time span, according to Cambridge Analytica. The data that Cambridge collected was from a database of 220 million Americans.
"We found that iPhone users had generally visited more stores on average [than Android owners]," the researcher added in a statement. "In other words, Apple device owners are more frequent shoppers." In terms of non-shopping trends, Cambridge Analytica found that Android users were more likely to seek out local news, including outlets like conservative site Breitbart, more frequently than iPhone owners. However, perhaps somewhat counterintuitively, iPhone owners are about 4% more likely than Android users to follow "politics and current events." Lastly, Apple device owners are more into readings and books in general, while Android supporters are more likely to be at ease in the kitchen, whipping up a great meal. If you thought all smartphone users were the same, think again.