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Digital Omnivores

October 2011

Tablets Deliver Nearly 1 in 4 Non-Computer Page Views in Selected Markets
A closer look at 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.

Breakdown of Non-Computer Device Traffic Among Selected Markets
Source: comScore Device Essentials, August 2011

7.2%
3.8%
34.4%

6.8%

6.8%

7.7%

7.5%

24.7%

28.1%

5.3%
6.4%
29.7%

4.4%

Total NonComputer
Traffic

13.2%
39.5%

61.8%

67.6%

64.4%

63.9%
47.3%

Singapore

UK
Mobile

U.S.
Tablet

Australia

Canada

Other

Among the five markets, Canada showed the highest percentage of non-computer traffic coming from
tablets at nearly 40 percent. Singapore followed, with tablets contributing 34.4 percent of non-computer
traffic. In Australia, the U.S., and UK, tablets accounted for at least 24 percent of non-computer traffic.
Across these markets, nearly 1 in 4 page views made on mobile and connected devices came from a
tablet. Other web-enabled devices (which include e-readers, gaming consoles, and other handheld
devices) accounted for the smallest share of digital traffic in most markets.

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