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October 12, 2011

State of Connected Devices US Vs World Digital Media Adoption

 As More and More connected devices”  ( Tablets/ Smartphones/ Mobiles )– gain popularityand are increasingly integrated into daily digital life. Although online content consumption continues tooccur primarily on computers, mobile phones and other connected devices1 are gaining traction asadditional sources of online traffic, particularly in mature technology markets.

In an analysis of Internet traffic – measured as browser-based page views – from ten selected globalmarkets in August 2011, Singapore led in having the highest share coming from non-computer sources(i.e. connected devices and mobile phones) at 7.2 percent. The United Kingdom and United States followed closely, each with 6.8 percent of total Internet traffic coming from mobile and connected devices.

Tablets Deliver Nearly 1 in 4 Non-Computer Page Views in Selected Markets

The chart shows digital traffic in five markets (Australia, Canada, Singapore, UK, and U.S.), where mobile and connected devices account for a fairly significant share of traffic, provides more detail into the extent of penetration for each device type. With the exception of Canada, mobile devices accounted for more than 60 percent of non-computer traffic in all these markets. Next to mobile, however, tablets contributed the largest share of traffic.

Mobile phones drive digital traffic around the world, while tablets share increasing .The share of non-computer traffic for the U.S. stood at 6.8 percent in August 2011, with two-thirds of that traffic coming from mobile phones and tablets accounting for much of the remainder .In August 2011, five global markets (Singapore, UK, U.S., Japan and Australia) had more than 5 percent of Internet traffic coming from noncomputer devices, with Singapore leading the way at 7.2 percent.

According to Morgan Stanley ,bull case tablet forecast of 65 million shipments in 2011 and 101 million in 2012 is based on a global penetration rate of 5.8% in 2011 and 12.6% in 2012 .

If tablets were to reach global penetration rates similar to those of notebooks or smartphones, the tablet installed base would approach 425-475 million users, versus the 285 million  users predicted for 2014. According to Morgan Stanley By the end of 2020,  there will be 10 billion mobile internet devices will be in use, up from 2 billion today.