ComScore: iPads Account for 97.2 Percent of U.S. Tablet Traffic in August 2011
October 11, 2011 11:05 AM
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
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.
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.
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