Chart of the Week: The State of Cross-Device Ownership

Today’s consumers are cross-device, multitaskers. Keeping track of consumers across various devices, laptops, PCs, tablets, and smartphones, is hard enough. Add into the mix a multitude of channels, and it becomes difficult for businesses to know who their average customer really is and why they behave a certain way. This week, Verto Analytics took a look at the state of cross-device ownership to highlight the ways device usage has evolved.

Cross-Device Ownership: Why It Matters

Cross-device ownership refers to the fact that individuals own and use multiple digital devices from which they can access content, play games, watch TV and more. While multi-device access can increase the likelihood of exposure, it also poses a challenge to publishers who may not have a mobile app or be well-optimized for mobile. Further, companies that use traditional measurement services that do not employ single-source measurement are unable to quantify how and when consumers use multiple devices to access content and services—even further compounding the issue of accurately measuring behavior, unduplicated reach, and engagement.

Ownership Trends: The New Normal

Verto Analytics data, pulled from Verto Watch, offers a glimpse into cross-device ownership patterns. As the concentric circles depict, there are many overlapping ownership trends. Verto found that 44% of the U.S. online universe owns at least one smartphone, tablet and PC (U.S. adults 18+). 32% of online users own both a desktop and a laptop device. While a surprisingly small amount, 10% and 12%, only own either mobile or PC device. If cross-device consumption has become the new normal, do you have the right tools to measure the trends?

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