Your target audience may prefer one platform over the other or they may be spread evenly across both. Knowing as much as possible about your audience will help you determine many things about your app, including whether to go native or hybrid. When performing research, look beyond pre-existing concepts and stereotypes.

For instance, most of us are probably already aware of the superficial differences between iOS users and Android users. That is, iOS users are more affluent, better educated, and younger, while Android users are the opposite.

A number of studies also suggest that, despite Android's market penetration, iOS users are more willing to dish out money for apps. Apple reported that $20 billion was paid out to developers in 2016 (refer to https://www.apple.com/newsroom/2017/01/app-store-shatters-records-on-new-years-day.html), and App Annie reported...