The main aims of this research were to investigate iOS and Android users’s decision to use to operating system: iOS and Android. Another aim was to investigate factors that affecting firms and application developers choose operating system to develop. The scope of this study was also based on iOS and Android users who live in Bangkok. The study was a quantitative research, using structured questionnaire survey to collect data from 404 iOS and Android users who live in Bangkok. Both descriptive and inferential statistics were used to analyze the result of this research. Moreover, the study was a qualitative research, using interview to 2 firms that use mobile application for marketing channel and 4 application developers.
The findings from the descriptive analysis showed that the majority of theiOSrespondents werefemale. Their ages were between 23 and 30 years old, holding bachelordegrees, having an income of 10,000 – 20,000 baht per month and they do not want to change to Android system. Majority of the Android respondents, however, weremale. Their ages were between 23 and 30 years old, holding bachelordegrees, having an income of 10,000 – 20,000 baht per month and they do not want to change to iOS system. In addition, main reason that iOS respondents who would like to change to Android was they would like to try both operating systems (80.3%). Likewise, main reason that Android respondents who would like to change to iOS was they would like to try both operating systems (75.7%). For the marketing factors, severalproduct factors were taken into account in the study and system’s stability was themost significant factor influence on iOS users’ decisions. Specification, however, was themost significant factor influence on Android users’ decisions.