Strong growth in the smart watch category has increased Apple’s stickiness, with its base of ecosystem loyalists growing by 15% since 2019

Parks Associates’ new research from its quarterly survey of 10,000 internet households shows that Apple is leading the ecosystem among connected consumers, with nearly 20% of US internet households owning three or more Apple-brand device types. The research study Quantifying Brand Loyalty: Connected Device and Platform Ecosystems evaluates the devices and ecosystems developed by the four leading brands among consumer devices: Apple, Amazon, Google, and Samsung.

“The Apple ecosystem centers on its iPhone and iPad products- nearly all Apply Loyalists own these devices,” said Jennifer Kent, Vice President, Research, Parks Associates. “Apple benefits from having the most tech-forward user base and highest perception of quality across these brands.”

CE Brand Loyalists

The study defines Brand Loyalists as households with three or more devices from the same brand. The following devices were counted as products within a brand’s ecosystem:

  • Apple—Apple desktop/laptop, Apple tablet, Apple smartphone, Apple TV streaming media player
  • Amazon—Amazon tablet, Amazon smartphone, Amazon Fire Stick or Fire TV streaming media player
  • Google/Android—Android computer stick, Android tablet, Android smartphone, Chromecast/Nexus Player/NVIDIA Shield with Google TV
  • Samsung—Samsung desktop/laptop, Samsung tablet, Samsung smartphone, Samsung TV

“Google is a solid second place in terms of ecosystems; its footprint has been growing at a much slower pace than Apple,” Kent said.

This research explores the demographic distinctions between these brand loyalists and examines differing usage patterns, with particular attention given to the use of online content services such as music, video, gaming, and other subscriptions.

About Parks Associates

Parks Associates is a global research, consulting, and marketing firm with 40 years of experience delivering proprietary consumer data and industry insights for businesses. The firm produces market research reports, forecasts, surveys, and competitive business intelligence on connected consumer, small business, and commercial technologies and related business solutions. A woman-owned and woman-led company, Parks Associates is a trusted partner and advisor to executives, providing custom research, strategic consulting, and forward-looking analysis across smart home, small business, and commercial markets, including security, broadband, entertainment, energy, multifamily, smart buildings, connected health, and emerging AI-driven technologies.

Parks Associates supports industry growth through proprietary research, consulting, and executive networking and convenes thousands of leaders each year through its flagship conferences, including CONNECTIONS™, Connected Health Summit, Smart Energy Summit, Smart Spaces, and Future of Video. Learn more at https://www.parksassociates.com.

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