In Infographics

Apple device owners are more loyal to their platform than the owners of Android devices. 42% of iPhone owners also own an iPad, while only 11% of them own an Android tablet. Conversely, 17% of Android smartphone owners have an iPad and 26% own an Android tablet. Although Android dominates the smartphone market, iOS is still the leading tablet platform.

According to our data from June 2014, among US online users, as many as 89% have at least two internet-connected devices in personal use, 70% have three or more and 51% have four or more.

The top internet device is still a computer (laptop or desktop) with 94% penetration among the online population, compared to 59% with a smartphone and 42% a tablet. Interestingly, game consoles are the fourth largest internet-connected device type in terms of reach, followed by portable media players and smart TVs. While 2% of US online users already own wearable computers such as a smartwatches or Google Glass devices, this still remains a niche consumer electronics category.


Smartphones can already be considered mass market devices. In all age groups under 60, more than half of all online users own a smartphone. Among the younger online audience of under 30 year olds, smartphones are used by as many as about 75% of the population. Younger people are more likely to own smartphones than older people, reflecting the quicker adoption cycle of new types of consumer electronics that is taking place among younger online users.

Income drives smartphone ownership. 72% of the people with $100k or higher annual household income have a smartphone, compared to only 44% of people in the $25k-30k income bracket.

In terms of the dominant platforms, there are some interesting differences. First, among smartphones in the US, Android has a significant edge against iOS. Almost 56% of all smartphones in use run Android’s operating system (Google), while 41% run iOS (Apple). The rest, about 4%, consists of Windows, Blackberry and other platforms.

However, the opposite trend is evident in tablets with iPads beating Android tablets (such as Samsung Tab) in terms of their share of installed base (40% vs. 30%). The market is also more competitive, as tablets from Amazon, Microsoft, etc., with their own operating systems, capturing almost a third of all tablets in use with a 29% share.

In computers, Windows computers (89%) still dominate against the Macs (11%). “One should note, however, that the installed base of tablets and smartphones is steadily growing in size, whereas that of PCs is approaching saturation. The combined aggregate number of internet devices powered by Google and Apple may therefore soon reach the number of Microsoft Windows based devices in the installed base,” says Dr. Timo Smura, Head of Research and Analytics for Verto Analytics.

In terms of the device brands, Apple is the leading brand with 40% installed base share of smartphones, followed by Samsung at 29%, and Motorola and LG in joint third place at 7%. In tablets, the same applies: Apple is leading with 39% share of tablets in use, followed by Amazon (21%) and Samsung (12%).

Apple owners are also more loyal to their platforms – iPhone users’ preference towards other Apple devices is stronger than that of Android users. As many as 42% of iPhone owners also own an iPad, while only 11% of them own an Android tablet. Conversely, 17% of Android smartphone owners own an iPad and 26% have an Android tablet.

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