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.