Wednesday, October 12, 2011

Apple devices drive majority of non-PC traffic on web

Almost seven percent of the total digital traffic in the US is driven by smartphones and tablets, most of which can be attributed to devices running Apple's iOS

"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," said Mark Donovan, comScore senior vice president of mobile in an October 10 report titled "Digital Omnivores: How Tablets, Smartphones and Connected Devices are Changing U.S. Digital Media Consumption Habits."

Apple iOS device owners are voracious digital media consumers, accounting for 43.1 percent of the connected device traffic during the three months ending in August 2011.

Google's Android platform is biting at Apple's heels with 34.1 percent of the connected device traffic share -- a figure that looks likely to increase in a few months when the impact of Amazon's soon-to-be-released low-cost Kindle Fire Android tablet can be measured.

Research In Motion’s (RIM) smartphone market share may be slipping in the US but the Canadian BlackBerry maker still accounts for 15.4 percent of the total audience among mobile and connected devices said comScore.

One of the reasons non-PC traffic is increasing so quickly is because tablets and smartphones make it easy for people to consume media on-the-go. Smartphones still account for approximately two-thirds of traffic from connected devices, but tablets are gaining steam.

Apple’s iPad has eclipsed the iPhone in terms of internet traffic (46.8 percent vs. 42.6 percent of all iOS device traffic) and accounts for a colossal 97.2 percent of the entire tablet traffic in the US.

"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," revealed Donovan.

Services such as Amazon's WhisperSync and Apple's soon-to-be released iCloud are making it even easier for people to start consuming on one device and pick up where they left off on a second.

According to comScore half of the total US mobile population consumes mobile media and nearly three out of five tablet owners use their device to consume news.

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