Study reveals that iPads dominate among tablets in driving digital traffic
ComScore has released figures that show just how popular Apple’s iPad is compared to competing tablets, revealing that Apple’s slate-shaped computer accounts for 97.2 percent of US-based internet traffic generated by tablet devices.The figures confirm that Apple’s iPad is kicking Android butt even harder than anticipated, and may even suggest that owners of an Android tablet don’t use their device on the web all that much.
Regardless, comScore has also calculated that the iPad now accounts for more US internet traffic even than the iPhone.
Some 46.8 percent of iOS device traffic comes exclusively from iPads, while 42.6 percent comes from iPhones.
iOS devices make for 43.1 percent of all mobile devices in the US. Android accounts for 34.1 percent. They also found that nearly 3 out of 5 tablet owners consume news on their tablets.
ComScore said that “58 percent of tablet owners consumed world, national or local news on their devices, with 1 in 4 consuming this content on a near-daily basis on their tablets.”
Tablets also facilitate real-time social networking, ComScore said, with nearly 3 in 5 tablet owners updating their social networking status or commenting on others’ via their device during September.
With Facebook now on the iPad, you can expect things to go even further for the Apple camp.
“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,” added Donovan.