According to comScore’s “Digital Omnivores: How Tablets, Smartphones and Connected Devices are Changing US Digital Media Consumption Habits,” iPad accounts for 97.2 percent of all tablet internet traffic in the U.S. What’s more iPad accounts for 46.8 percent of iOS Internet traffic versus the iPhone’s 42.6 percent.
“The popularization of smartphones and the introduction of tablets and other web-enabled devices…have contributed to an explosion in digital media consumption,” said comScore’s senior vice president of mobile Mark Donovan. “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. 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.”
iOS devices account for the largest share of mobile internet traffic overall accounting for 58.5 percent of U.S. non-computer traffic in August, followed by Android with 31.9 percent. It’s telling give that Android is the most popular OS, with 43.7 per cent of the smartphone market.
