Smartphones, Tablets Account for 7% of Domestic Traffic

According to comScore’s latest report, “Digital Omnivores: How Tablets, Smartphones and Connected Devices are Changing U.S. Digital Media Consumption Habits,” smartphones and tablets drive nearly 7% of total U.S. digital traffic. The study goes on to analyze how cross-platform use continues to change the digital landscape, especially as consumers adopt a wide-ranging collection of devices to create and consume content. Other findings include:

  • Smartphones account for nearly two-thirds of domestic non-computer traffic, with tablets making up the remainder
  • Half the U.S. mobile population uses mobile media, an increase of 19% from last year
  • Nearly 50% of tablet owners made a purchase on their tablet, and used their device extensively throughout the entire shopping and purchasing experience, from initial planning through comparative product research and continuing with the final transaction
  • Interestingly, although the Android platform dominates the smartphone market (43.7 percent in August 2011), its total audience among mobile devices lags behind that of Apple’s iOS audience.

For additional coverage, see http://www.comscore.com/Press_Events/Press_Releases/2011/10/Smartphones_and_Tablets_Drive_Nearly_7_Percent_of_Total_U.S._Digital_Traffic