iPads generate more mobile traffic than all other iOS devices combined
Mobile devices comprised 6.8% of all online traffic in August 2011. Nearly two-thirds of that traffic came from mobile phones while tablets accounted for the remainder, according to a new report from comScore.
The number of U.S. subscribers consuming mobile media grew 19% in the past year to 116 million people. While the growth is noteworthy, it also highlights the large untapped market for mobile data that still exists.
Other key points from the report include:
- 37.2% of traffic coming from mobile phones occurred via a Wi-Fi connection, growing nearly 3% in the previous three months.
- Tablets are still heavily reliant on Wi-Fi. Almost 10% of traffic from tablets occurred via a mobile network connection.
- iPads commanded 97.2% of all tablet traffic in the United States.
- iPads also now account for a greater share of traffic than iPhones and all other iOS devices (46.8% vs. 42.6%).
iOS devices continue to drive the lion’s share of traffic, accounting for 58.5% of all non-computer traffic. Android devices consumed 31.9% of mobile traffic while BlackBerry devices accounted for only 5% of traffic.
iOS also maintained a sizable lead in operating system market share by audience installed base at 43.1%, against Android at 34.1% and BlackBerry at 15.4%.
“The popularization of smartphones and the introduction of tablets and other web-enabled devices – collectively termed ‘connected devices’ – have contributed to an explosion in digital media consumption. As these devices gain adoption, we have also seen the rise of the ‘digital omnivores’ – consumers who access content through several touchpoints during the course of their daily digital lives.” said Mark Donovan, comScore’s SVP 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.”