Apple’s long anticipated iOS 8 became available yesterday, and while it may not have as many consumer facing features or the media fever pitch that we saw last year for iOS 7, there is a lot of anticipation and excitement for what Apple is calling “the biggest iOS release yet.”
There are a lot of great features packed into iOS 8, and it is a particularly huge win for those of us with older iPhone models. In fact, The Wall Street Journal says iOS 8 will give your older model a “new lease on life.”
While Engadget says the iOS 8 update is well worth the wait, the question always remains about whether consumers will jump in on day one or wait until some of the inevitable kinks are worked out.
An early look at the data show that consumers are adopting iOS 8 as a much slower pace than iOS 7.
Based on Tapjoy’s network-wide data, which has a reach of over 200 million unique iOS consumers per month, iOS 8 is being adopted at a significantly slower rate than iOS 7. This is likely due to having a separate release schedule for the software and hardware with the iPhone 6 and 6 Plus not having been delivered to consumers just yet. It could also be because the download takes up quite a bit of space – about 1GB.
A quick look at the numbers tells an interesting story. For instance, while it took approximately seven hours for iOS 7 to reach 10% adoption, which was twice as fast as it took iOS 6 to reach that level of penetration, iOS 8 stands at under 6% eighteen hours after its initial availability, while iOS 7 was at 12% after the same time period.
See the chart below to compare the progression of each iOS version.
A deeper dive into the data tells us which device types are being updated the fastest. Whereas iPhone devices are typically updated faster than the iPad or iPod touch, in this case it’s the iPod touch users who are leading the way.
At the start of the day yesterday, approximately 84% of iPhone and iPad owners on our network were using iOS 7 or iOS 7.1, while only 44.6% of iPod touch owners had made the update to iOS 7 from an earlier version and 42% of iPod touch owners were still using iOS 6. Today, approximately 18 hours after iOS 8 became available, 6.6% of iPhone owners are using it, compared to 7.6% of iPod and 3.9% of iPad owners. It looks like iPod Touch owners are really diving into iOS 8.
When we look at the data to see which major countries are embracing iOS 8 the fastest we see some interesting front runners. Among major countries on our network we see that users in South Korea are the fastest to update so far, with the United States, Russia, Brazil, the United Kingdom, and then Mexico in hot pursuit.
It may be too early to tell whether fans will fully embrace the changes made in iOS 8, but if our network data and the surge to download the new OS is any indication, consumers are clearly interested in keeping up with the latest version no matter what Apple device they have.