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June 28, 2011

Global Non Computer Internet Traffic : ComScore Data

Comscore recently announced the launch of Device Essentials™, a new service reporting on digital traffic by device, which includes computers and other devices, defined as mobile phones, tablets, music players, e-readers, gaming devices, and other web-enabled devices. Based on comScore’s global Unified Digital Measurement™ (UDM) data, which utilizes census-level information from tagged web page content, Device Essentials includes comScore’s first publicly available data showing device activity by connection type and device category.

Some of the traffic data which it can provide via ComScore Device Essentials will initially report exclusively on page view activity and is immediately available across all of comScore’s reporting geographies. These data include

In May 2011, mobile phones running on the Google Android platform drove 35.6 percent of non-computer digital traffic in the U.S., while iPhones accounted for 23.5 percent of non-computer traffic. Interestingly, majority of the digital traffic coming from Android phones (78.3 percent) came through mobile networks, with only 21.7 percent of Android traffic coming over a WiFi/LAN connection. Although a majority of total iPhone traffic (52.5 percent) did come from mobile networks as well, 47.5 percent of iPhone traffic came from a WiFi /LAN connection – more than double the share of WiFi traffic for Androids.
  • Share of smartphone and feature phone usage by OS
  • Carrier share of smartphone traffic
  • OS share of carrier traffic
  • Traffic to site content categories by carrier, OS and device type
  • Mobile HTML vs. standard HTML traffic by content by device type
  • WiFi vs. Non-WiFi traffic
iPad and Other Device Traffic Contribution by Country

comScore Device Essentials sheds light on traffic patterns by device across geographies. One of the most rapidly emerging digital traffic trends occurring across many countries is the impact of the Apple iPad and other tablets. In the analysis below of thirteen countries covering five continents, we can see how traffic is sourced from various devices.

  1. The iPad is currently the dominant tablet device across all geographies, contributing more than 89 percent of tablet traffic across all markets.
  2. The iPad’s contribution to total non-computer device traffic is highest in Canada (33.5 percent).
  3. Brazil has the second highest non-computer device share of traffic coming from the iPad at 31.8 percent, although non-computer devices account for less than 1 percent of total traffic in the country.
  4. In Singapore, where non-computer devices comprise nearly 6 percent of total traffic, the iPad accounts for 26.2 percent of this traffic.
  5. Interestingly, we can see that while Android tablets significantly lag behind Apple in the U.S. tablet market, the platform actually bests Apple in the Smartphone space (35.6 percent vs. 23.5 percent).

    iPod Touches contribute a notable percentage of non-computer device traffic across most countries, while other devices such as e-readers and gaming systems contribute only a very modest percentage.