Verto Analytics Publishes Device Ecosystems 2014 Report

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Report finds strong growth in the installed base of smartphones and tablets replacing the use of PCs and electronic book readers; confirms Apple users to be more loyal to their platform than Android users.

Verto Analytics

The type of hard data on smart devices and the digital ecosystem found in our Verto Device Watch™ service has not been available in a single-source solution – until now.

Verto Analytics, (http://vertoanalytics.com), a pioneer in digital multi-screen media measurement, today published the new Device Ecosystems 2014 report on the ecosystem of digital devices in the U.S. The report utilizes data from the Verto Device Watch service, and is designed for companies who need to understand what digital devices consumers own, how they use and engage with them, and how to maximize the numerous opportunities in the digital ecosystem. It also supports critical business decisions ranging from advertising to product development, and from consumer segmentation to investment analysis. The full report can be found at http://vertoanalytics.com/2015/03/device-ecosystems-2014/.

“The type of hard data on smart devices and the digital ecosystem found in our Verto Device Watch™ service has not been available in a single-source solution – until now. The report and the underlying service respond to a need from our clients to better quantify the market including competition and consumer behavior, and to provide actionable data to guide their R&D and marketing,” said Hannu Verkasalo, CEO of Verto Analytics. “Verto Device Watch is the first media measurement service that covers the device ecosystem with nationally representative measurement data, driven by an integration of hard consumer-centric measurement data with census-level calibration data to ensure representativeness. It is a single-source solution that provides both scope and granularity, with daily frequency, meeting the need for the insights and actionable data that up until now the market has been lacking.”

The 2014 Verto Ecosystems Report revealed that, despite the state of competition between major device platforms being stable, many consumers are shifting their usage from one device to another. The installed base of smartphones, tablets, smart TVs, and streaming media devices continues to grow strong, while PCs, portable media players and electronic book readers are being replaced by other devices.

Key data points found in the report include:

  • The installed base of smartphones, tablets, smart TVs and streaming media devices keeps growing strongly: the number of adult smartphone users in the US grew from 135M to 150M, and tablet users from 98M to 107M.
  • PCs, portable media players and electronic book readers are being replaced by smartphones and tablets; the number of adult computer users decreased by 4M.
  • Apple has kept its share in the installed base of both smartphones (42 percent) and tablets (43 percent). Samsung has grown in both tablets (from 12 to 15 percent) and in smartphones (from 27 to 29 percent). Amazon’s share of the tablets in use has decreased from 22 to 18 percent.
  • The aggregate number of digital devices used by US adults is now 1.12B equalizing as 4.6 devices per user.
  • The average number of smartphones, tablets and computers used by an average US adult is 2.8 devices.
  • The reach of wearables doubled in 2014, to 6M adult users.
  • No changes in platform positions. Microsoft continues to dominate PCs, Apple and Google split the smartphone and tablet user base.
  • In TV-centric home entertainment and video streaming, the device market is still fragmented and no dominant platforms exist.
  • Apple users are very loyal to the platform, Android users to a lesser extent.
  • Multi-device ownership of Apple devices grows in tandem with income, but the same does not hold true for Android.
  • Apple’s share of PC, smartphone, and tablet users correlates highly with income - age and gender are less important determinants.
  • Android uses are more likely to own desktop PCs, video game consoles, and wearable computers than iOS users, whereas iOS users are more likely to own streaming media devices.
  • Cross-selling opportunities exist still in in the PC, smartphone, and tablet markets, to existing platform users.

Verto Device Watch data, which includes over 60 metrics across hundreds of digital devices down to an hourly level across all US consumers, is now available for select Verto clients via an online business intelligence tool, the Verto Monitor.

About Verto Analytics
Verto Analytics is a pioneer in digital multi-screen media measurement. The company provides a complete portfolio of measurement services covering the digital and hardware ecosystems across various platforms, enabling clients to access insights through a single-source media measurement methodology. Verto Analytics operates in all major markets, with its executive team based in New York City and R&D based in Finland. Read our blog, follow us on Twitter or learn more at http://www.vertoanalytics.com.

Media Contacts
Mindy M. Hull                                            
Mercury Global Partners for Verto Analytics            
Tel. +1 415 889 9977 (USA)                            
mindy(at)mercuryglobalpartners(dot)com                 
Twitter: @mmhull and @MercuryGlobal                

Amanda Taggart
Mercury Global Partners for Verto Analytics
Tel. +310 980 9587 (USA)
amanda(at)mercuryglobalpartners(dot)com
Twitter: @tweetintaggy

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Amanda Taggart
Verto Analytics
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Mindy Hull
Verto Analytics
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since: 04/2014
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