Verto Rolls Out UK Cross-Device Usage Stats

Cross-device audience measurement firm Verto Analytics has launched its syndicated services in the UK, offering analysis including dynamic usage patterns and user demographics, by the hour or day.

Available in the US for a number of years, the service will provide a single-source audience measurement solution for UK consumers on 'every device, app and platform they use throughout the day'. Results are derived from passive measurement of an opt-in, statistically representative panel and adjusted using Census data.

Verto is a privately held global company with venture capital backing - the latest, Series B round raised $16.1m in June, earmarked for global expansion - and already has offices in London, Singapore, Tokyo and Beijing as well as two in the US and one in Helsinki, Finland. The London office was opened in March and is led by former comScore UK MD Michael Read.

Initial results from the UK suggest that UK consumers are 'more mobile-oriented than Americans', spending 47% of their time online on a mobile device (39% for the US), with 35% accessing the Internet only via mobile (25% US, 19% China). UK usage spikes around commuting times, with more frequent, short sessions; while US usage is more even throughout the day and sessions are longer. [There are also some more questionable findings / statements, such as 'every UK consumer uses a social network' - which just goes to show you can't represent entire populations with an opt-in panel no matter how well you weight.]

CEO Dr. Hannu Verkasalo comments: 'We are delighted to provide the UK market with a way to better quantify and measure consumer behaviors and usage patterns. For example, knowing how one consumer uses multiple apps or websites, across several devices, in one day is helping companies make more informed decisions around marketing, advertising, and product development'. Read adds: 'Verto Analytics provides a clear and transparent, single-source multi-screen measurement solution, which the UK market has not had until now. We're able to offer brands, publishers, and advertisers access to rich, daily digital data at a syndicated level'.

Web site: www.vertoanalytics.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.