iPad’s U.S Web Traffic on the rise
Connected devices, a term used to represent tablets and other web-enabled devices like gaming consoles are gaining percentage of U.S web traffic. As per a recent ‘comScore’ report, 6.8% of total U.S Web traffic is coming from these ‘connected devices’. Of this non-computer traffic, two-thirds came from mobiles, driven largely by smart phones. The second largest driver of non-computer traffic was from the tablet category, contributing nearly 2 percent of whole U.S web traffic. Tablet contribution to U.S web traffic is increasing by 20-30% over the last 4 months. Apple’s iPad is completely dominating the tablet category by contributing 97.2 % of all tablet traffic in U.S as on August 2011. An impressive fact is that iPads now account for a higher share of internet traffic than iPhones.
Some other outcomes of the report to be noted are the traits of these iPad consumers and their consumption habits. Nearly half of the tablet owners made a purchase on their tablet and looked up for product or pricing information and read customer reviews. 3 out of 5 users consumed news on their iPads and 25% of them are doing on a nearly daily-basis. Two-thirds of tablet users played a game on their device. As per this report, even though Android occupies a larger share of smart phone market, it lags behind the Apple iOS audience in contribution to Web traffic. iOS users are larger consumers of the web content and it seems like it is a long way for other tablet competitors to eat into Apple’s share. As tablet penetration increases and they become more accessible, it has implications for publishers and advertisers too. They need to adopt and optimize their products for tablet presentation to reach an incremental audience.
You can download the full comScore report here.