Ahead of the Apple earnings call on Tuesday, July 26 , Verto Analytics has shared some interesting data about the company with AppleWorld.Today.
- 121.1 million users accessed Apple’s services at least once during June 2016 in the U.S., giving Apple an 49.1% reach in the U.S.
- On average, 70.1 million users accessed Apple’s services on a daily basis in June 2016, yielding a ranking of 57.9% on the “Verto Stickiness Index” The Verto Stickiness Index (VSI) compares daily users (ages 18 and higher) with monthly users to reflect the active, loyal, and engaged part of the audience. The higher the stickiness, the bigger the share of daily users versus the monthly users is.
- An average Apple user spends 7.7 hours per month on Apple services, with an average session duration of 4.0 minutes
Among primary online devices:
48.8 million users accessed Apple’s services on a personal computer, 80.7 million on a smartphone, and 54.6 million on a tablet;
- The average amount of time spent per user per month on Apple services on a personal computer is 0.9 hours, 6.1 hours per month on a smartphone, and 7.1 hours on a tablet.
- Forty-percent of Apple’s user base is male and 60% is female.
- The iMac’s share of the desktop installed base is 9.5% .
- The MacBook’s share of the laptop installed base is 14.9%.
- The iPhone’s share of the smartphone installed base is 42.2%.
- The iPad’s share of the tablet installed base is 40.2%
- The Apple TV’s share of the streaming devices installed base is 14.5%.
- The Apple Watch’s share of the wearable devices install base is 16.3%
“Apple has been the shiny star for the past few years with their dominant role driving the device ecosystem and operating systems that facilitate today’s smart services, mobile apps, and also monetization opportunities available for game developers through the Apple App Store, says Dr. Hannu Verkasalo, CEO and founder, Verto Analytics. “ They have dominated in a more closed model, and been able to defend themselves against aggressive competition, which is largely built on top of Google’s Android ecosystem. However, smartphone and tablet sales are stagnating in more developed markets.”
Due to the challenges within the device market — with slower growth, competition and pressure on margins — attention given to Apple now is geared to Apple’s execution with media content, value-added services, and the likelihood for them to out-innovate others in mobile payments or smart home (or even in other categories like smart cars). According to our Verto’s, Apple still lags behind Spotify, Square, Paypal, WePay, Line, etc. in these areas, “and they have not been able to fully leverage those ecosystems for their benefit.”
Verto provides a single-source, cross-device audience measurement solution “that measures the complex behavior of today’s mobile consumer on every device, app, screen, and platform they use throughout their day.”
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