iOS Accounts for Largest Share of U.S. Smartphone and Tablet Devices while Driving the Majority of Non-Computer Traffic
Comscore Releases Report, “Digital Omnivores: How Tablets, Smartphones and Connected Devices are Changing U.S. Digital Media Consumption Habits”
RESTON, VA, October 10, 2011 - Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released the report Digital Omnivores: How Tablets, Smartphones and Connected Devices are Changing U.S. Digital Media Consumption Habits. The report analyzes how cross-platform consumption has created a vastly different landscape as consumers utilize a growing number of devices to consume digital content. The report also analyzes the impact these shifting consumption habits have on online visitation and engagement across the Internet. To download a complimentary copy of the report, Digital Omnivores, please visit: http://www.Comscore.com/DigitalOmnivores.
“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 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.”
Key findings highlighted in the report include:
iOS is Leading Connected Device Platform by Device Share and Traffic Share
Although the 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, while Android accounted for 34.1 percent of the total mobile and connected device universe.
OS Market Share by Audience Installed Base3 Month Average Ending August 2011Total Mobile Audience, U.S., Age 13+Source: Comscore MobiLens
Share (%) of Devices in Use
The iOS platform also accounts for the largest share of Internet traffic, measured in terms of browser-based page views, in the U.S. at present. When measuring market share of Internet traffic by platform, iOS accounted for more than half (58.5 percent) of the share of total non-computer traffic in the U.S. Android OS ranked second, delivering 31.9 percent of overall non-computer traffic in August. With iOS having a significantly higher share of traffic (58.5 percent) compared to its share of devices (43.1 percent), it suggests that iOS users are heavier-than-average consumers of Internet content.
OS Market Share by Digital Traffic (Browser-Based Page Views)August 2011Total U.S. - Home and Work LocationsSource: Comscore Device Essentials
Share (%) of Non-Computer Traffic
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