Smartphones and tablet devices are increasingly becoming a more common way to access the Internet, says a new study from analytics firm comScore. As of August, 6.8 percent of all Internet traffic came from those devices, with about two-thirds of it coming from mobile phones.
comScore found some interesting trends, such as the increased use of mobile phones over a WiFi connection. About 37.2 percent of all digital traffic came from phones using WiFi, up three percent over the past three months. On the flipside tablets using mobile broadband are also on the rise, with 10 percent of tablet traffic coming from that type of connection.
The increasing number of hotspots in both the home and public spaces is driving phone usage over WiFi, while an increasing number of devices are now coming with mobile broadband connectivity by default, likely the cause of the rise in Internet traffic there.
Despite Android’s best efforts, iOS still dominates in the tablet market, with 97.2 percent of all tablet traffic coming from the iPad and iPad 2. Apple tablets have also become a higher share of iOS traffic overall than the iPhone in August (46.8 percent vs. 42.6 percent).
Android’s reach shouldn’t be underestimated, though. In smartphones, Android devices made up 43.7 percent of traffic. When adding tablets, iOS leads overall with 43.1 percent of the market versus 34.1 percent for Google’s mobile OS.
What are consumers doing on their tablets? It is certainly beginning to mirror their PC activities. comScore said that over half of tablet owners have already completed a purchase on their devices, and nearly three in five read news on them — a quarter of those on a daily basis.
“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,” mobile research chief Mark Donovan said. “Advertisers and publishers must learn to navigate this new landscape so they develop cross-platform strategies to effectively engage their audiences.”
Photo Credit: Joe Wilcox