Social Media Mavens and App Addicts: A closer look at the cross-device consumer
As Verto Analytics’ own research has shown, cross-device behavior is increasingly the norm among consumers. To better understand who these cross-device consumer are—and where they spend their time and attention—we’re excited to announce our latest research report, Who Is the Cross-Device Consumer?
The Cross-Device Consumer, Illustrated
In addition to new data on consumer device usage, Who Is the Cross-Device Consumer? takes a close look at exactly who these consumers are, and which apps and services are winning their attention and engagement. For example, Verto data shows that consumers spend the most time on social media apps: the average consumer spends more than 22.5 hours on social media and communication apps—that’s nearly an entire day out of every month. The next two categories lag far behind, in terms of average time spent per user per month: mobile games clock in at 14.75 hours a month, and web browsers garner 10.5 hours per month.
Who is the most cross-device consumer?
Our data shows that Millennial women are some of the most cross-device consumers around, especially compared to their male counterparts. Nearly a third (30%) of women ages 26-35 own at least three devices, compared to just 11% of their male peers. However, this gap quickly shrinks as consumers age: nearly 40% of younger Gen X men (ages 35-45) own at least three devices, compared to 36% of women the same age.
App usage: social media preferences
Our report also delves into the differences in consumer behavior when it comes to top app categories, such as social media. While Facebook’s overwhelming reach across all age groups and genders is evident, our data shows distinct preferences for different social media networks across age groups, based on the average amount of time that consumers spend in each app per month. For example, Kik and Snapchat are in competition for the attentions of Gen Z users, while Millennials show a clear preference for Kik.
Interested in reading the full report? Click here to download Who Is the Cross-Device Consumer?