As the iPhone 8 and iPhone 8 Plus become available to most of the world, it has been found that iPhone users are more likely to be part of Generation X, high earning and married compared to Android users.

People-based ad tech company Viant analysed its first-party data linked to more than 1.2bn real, registered users and overlaying actual purchase and consumption data. It found that 36 per cent of iPhone users were born between 1965 and 1980, four per cent more than those on Android. In addition, iPhone users were found to be 72 per cent more likely to have a household income above £70,000, and eight per cent more likely to be married.

“With high levels of household income, iPhone users are a much-coveted audience for many marketers,” said Toby Benjamin, VP of platform partnerships at Viant. “By taking a people-based approach, marketers can build a more complete picture of iPhone users and use this to target marketing spend, promotions or investment in iPhone-specific apps more effectively.

Viant also found that iPhone users are 32 per cent more likely to finish full-time education after the age of 20. In addition, they are 55 per cent more likely to prefer shopping at Waitrose than Android users – while Android users are 45 per cent more likely to prefer shopping at Aldi and 24 per cent more likely to prefer Asda.

Other findings include iPhone users being 45 per cent more likely to prefer buying books and booking holidays online, and Android users being four per cent more like to own dogs and cats.