In August 2011, iPad delivered 97.2% of all tablet Internet traffic in the U.S. according to a new Comscore report and even more surprisingly, it’s beating the iPhone, managing 46.8% of iOS Internet use vs. the iPhone’s 42.6%.
According to the report, U.S mobile Internet use is still small compared to computer-based Internet use at just 7%, but it’s growing fast with approximately two-thirds of that traffic coming from mobile phones, and tablets accounting for much of the remainder.
While iOS accounts for 43.1% of market share (by installed base, vs Android’s 34.1%), it accounts for a disproportionate 58.5% of traffic (Android 31.9 percent). This figure counts page views, so if you were to add in all the other non-browser Internet use, the number would jump a lot higher. These figures suggest that iOS users are heavier-than-average consumers of Internet content.
“The popularisation 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.
Consequently, the incremental reach through mobile and connected devices should not be underestimated. In the case of a publisher such as Pandora, the incremental reach of additional channels, such as connected devices, is significant. In August 2011, the additional mobile and connected device audience for Pandora accounted for more than half of their total cross-platform audience.
In meeting the needs of consumers, it is vital to develop cross-platform strategies with a strong emphasis on mobile and tablet devices, to effectively engage with audiences.