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iOS devices have eclipsed Android-powered devices when it comes to total connected devices currently in use, Internet traffic and tablets

ComScore Inc.'s latest report, "Digital Omnivores: How Tablets, Smartphones and Connected Devices are changing U.S. Digital Media Consumption Habits," found that iOS devices have eclipsed Android-powered devices when it comes to total connected devices currently in use, internet traffic and tablets.

According to the report, iPads dominate tablets by a landslide victory. In August 2011, 97.2 percent of tablet traffic was provided by iPads. In fact, iPads even contributed to a higher share of internet traffic than iPhones with 46.8 percent and 42.6 percent respectively.

Android-powered devices account for the highest share of the smartphone market at 43.7 percent in August 2011, but iOS devices reign supreme when it comes to total connected devices currently in use. Apple's share of devices in use was 43.1 percent over a three-month average ending August 2011, while Google sat at 34.1 percent, RIM was at 15.4 percent and other platforms came in at 7.8 percent.

Apple's iOS devices also topped Android in share of Internet traffic, which was measured by browser-based page views. In August 2011, Apple's iOS accounted for 58.5 percent of non-computer traffic while Google's Android accounted for 31.9 percent, RIM was at 5.0 percent and other platforms were at 4.6 percent.

"The popularization of smartphones and the introduction of tablets and other web-enabled devices -- collectively termed 'connected rise of the digital omnivores' -- consumers who access content through several touchpoints during the course of their daily digital lives," said Mark Donovan, comScore senior vice president of mobile. "In order to meet the needs of these consumers, advertisers and publishers must learn to navigate this new landscape so they develop cross-platform strategies to effectively engage their audiences."

The report also discovered that mobile phones are largely responsible for non-computer digital traffic. In the U.S. in August 2011, its share of non-computer traffic was at 6.8 percent with two-thirds contributed by mobile phones. Much of the remainder was contributed by tablets.

Increased Wi-Fi availability as well as mobile broadband in the U.S. has helped heighten connectivity, with 37.2 percent of U.S. digital traffic coming from cell phones using a Wi-Fi connection. Tablets, on the other hand, have started using mobile braodband access to connect more often.

Other findings in the report include increased use of mobile media (116 million people using mobile media by the end of 2011), heightened number of purchases made using tablets (nearly half of tablet owners have completed a purchase using their device), and nearly three out of five tablet owners use their tablets to read the news.

Source: comScore

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How is this calculated?
By The Raven on 10/11/2011 1:11:50 PM , Rating: 2
Not being privy to the original report, I don't see how any of this was calculated. The iPhone v. iPad number looks like it may just be because the iPhone is browsing mobile sites while the iPad is browsing full flash-enabled...err...I mean... full sized sites. I don't know what is being reported here. Sorry if I missed something, but I have no idea what any of this means without some more detailed explanation of how the data was collected and exactly what was collected. Thank you.

RE: How is this calculated?
By Solandri on 10/11/2011 2:41:26 PM , Rating: 3
It's usually calculated from the user agent reported by the browser (basically "I am X browser"). Web servers collect stats on how many of each type of browser visit its sites. A company like this collects a bunch of those stats and tallies them up.

Which is a problem for Android because most of its browsers can be set to report themselves as Firefox or IE so you'll get the real web page, not a mobile version (Skyfire does this by default I believe). Nobody really knows what percentage of Android browsers are reporting themselves as Android browsers (mine is currently set to report itself as desktop Firefox).

It's the same problem Firefox had early on when IE had >90% of the browser market. So many websites were tuned for IE that they would disable features if your browser didn't report itself as IE, even if those features worked fine under Firefox. Consequently many Firefox users changed their user agent to IE to get these sites to work, meaning they got counted as IE users.

RE: How is this calculated?
By seamonkey79 on 10/11/2011 2:58:03 PM , Rating: 2
It does show that either the iOS browsers can't or most of the people using them don't know how to change it so that you view a real webpage. My Iconia is set to show itself as a desktop browser because dealing with mobile sites on that large a screen is rather silly.

RE: How is this calculated?
By Subzero0000 on 10/11/2011 9:20:57 PM , Rating: 2
Just want to tell you the fact is iOS Safari browser on iPad does not trigger mobile site (well, 99% of the time is fullsize site).

Beside, normal users (not tech-savvy) don't care enough to change their browser settings on their tablet anyway (be it Android or iOS).

RE: How is this calculated?
By Murst on 10/11/2011 5:02:14 PM , Rating: 2
It seems hard to believe that google would have made such a huge mistake as to not provide a unique browser agent for their mobile browser.

I don't know very much about Android browsers, but, for example, in WP7, the mobile browser agent is:
Mozilla/5.0 (compatible, MSIE 9.0; Windows Phone OS 7.5; Trident/5.0; IEMobile/9.0; Microsoft; XDeviceEmulator)

For desktop mode, the browser agent is:
Mozilla/5.0 (compatible; MSIE 9.0; Windows NT 6.1; Trident/5.0; XBLWP7; ZuneWP7)

From the above, it should be very easy to distinguish between desktop and mobile mode, while still retaining the ability to identify the browser as a WP7 browser.

According to your post above, Google wasn't smart enough to create a unique browser agent string for their Android browser. Seems kinda fishy.

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