Tablets Impact Digital Traffic

Smartphones and tablets drive nearly 7 percent of the total U.S. digital traffic, reports ComScore.

Key findings highlighted in the report include:

  • Mobile phones drive digital traffic around the world, while tablets are gaining steam.
  • The share of non-computer traffic for the U.S. stood at 6.8 percent in August 2011, with approximately two-thirds of that traffic coming from mobile phones and tablets.
  • Increased WiFi availability and mobile broadband adoption in the U.S. are helping drive connectivity. In August 2011, more than one third (37.2 percent) of U.S. digital traffic coming from mobile phones occurred via a WiFi connection. In August, nearly 10 percent of traffic from tablets occurred via a mobile network connection.
  • Today, half of the total U.S. mobile population uses mobile media. Those who browse the mobile web, access applications, or download content grew 19 percent in the past year to more than 116 million people at the end of August 2011.
  • iPads dominate among tablets in driving digital traffic. In August 2011, iPads delivered 97.2 percent of all tablet traffic in the U.S. iPads have also begun to account for a higher share of Internet traffic than iPhones (46.8 percent vs. 42.6 percent of all iOS device traffic).

Although Android platform accounts for the highest share of the smartphone market (43.7 percent in August), its total audience among mobile and connected devices in current use is eclipsed by the Apple iOS audience. The iOS platform had the highest share of connected devices and smartphones in use at 43.1 percent, fueled by the iPad’s dominance in the tablet market.

Posted by Sam Churchill on .

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