In Devices

What kind of person owns an iPhone? What statement does an Android phone make about who you are? Certainly most people will agree owning one particular device or another does not define who you are. However, different features on each platform happen to attract different types of users. Many trends in user traits can be found in the Verto Analytics 2014 Device Ecosystem Report, which showcases the parallels between users and their age, gender or income. When it comes to selecting a device, whether it’s a phone, tablet or an electronic reading device, some of your personal traits may influence the platform you purchase.

Who Brings Home the Bacon?

Between the two major platforms in the field, historically, Android devices have consistently outsold Apple devices, and many say it is solely based on Android’s lower price point and open operating system. The share of all Apple devices increases with household income, and with a higher price point per device than Android; it would appear that affordability is not as much of a concern for Apple users.

In PC users, the difference between the highest and lowest income classes is quite extreme, 2.5-fold to be exact. Only nine percent of consumers who make less than $20,000 own an Apple PC, whereas 24 percent of consumers who make $150,000 or more own a Mac. This fifteen percent jump in consumers is too big to ignore and suggests Apple users generally make more money than Android users.

It can be concluded across the board for all device users that there is a direct correlation between higher income and owning an Apple device (see Figure 20 below). This reveals that household income can often influence which devices consumers are willing to purchase.


 Does Age Really Matter?

Apple targeted a young audience with its “Mac versus PC” ads early on in the game. In the ads, Mac was portrayed as young, tech-savvy, and full of answers, whereas the PC was old, technologically challenged, and unreliable. These commercials helped Apple initially lure and subsequently connect with younger consumers. When it comes to the data on what consumers prefer today, younger people still tend to prefer Macs above Windows computers. This could be because of the smart, sleek design that is present in all Apple devices, or an aspirational attachment to the brand that makes them feel good about who they are and who they aspire to be.

Our data supports that young people are not the only age group swayed by Apple. Smartphone and tablet users of all ages appear to find iOS equally appealing. Based on age, the most noticeable difference in device choice is tablets. The share of Kindle Fire increases with users’ age and negatively affects the share of Android tablets. Similarly, Amazon Kindle’s user base of the electronic reading device market grows with increased consumer age, revealing that the older users get, the more likely they are to select a Kindle over another reading device. The Kindle is not only popular among older consumers but is also more dominantly owned by women.

The Real Difference Between Men and Women

Just how wide is the gender gap when it comes to the smartphones, tablets, and PCs?

Together, men and women both dominantly use Windows PCs; Macs are only slightly more popular among women than men by a mere two percent. Similarly, women are more likely to own an iPhone than men. This could be due to more women being interested in the iPhone’s sleek design or men wanting a more tech-friendly phone. Men and women make up a nearly equal amount of Android users.

Figure 18 displays which platform is preferred by each gender.


When it comes to gender dissimilarities between digital device choices, the differences are few. We’re all apparently more alike than we think – or want to admit.

What It Means for Users

The iPhone itself may be well designed, and user-friendly, but the brand connection is equally important in determining device desirability. Android users may not have the emotional attachment that the Apple user base has, but they gain many consumers due to their affordable price points and highly customizable devices.

There are a vast number of options to choose from between Apple and Android devices. However, it is key to note that the choice of a person’s smartphone comes down to the individual’s personal preference.

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