October 11, 2011
iPad Dominates 97 Percent Of Tablet Traffic
Research firm comScore said on Tuesday that Apple's iPad dominates 97 percent of all tablet Internet traffic in the U.S.
The report entitled "Digital Omnivores: How Tablets, Smartphones and Connected Devices are Changing U.S. Digital Media Consumption Habits" also said the iPads have begun to account for a higher share of Internet traffic than iPhones.
ComScore said in its report that smartphones and tablets accounted for almost 7 percent of Internet traffic in the U.S.
“The popularization of smartphones and the introduction of tablets and other web-enabled devices“¦ have contributed to an explosion in digital media consumption," Mark Donovan, comScore senior vice president of mobile, said in a press release. "As these devices gain adoption, we have also seen the rise of the ℠digital omnivores´ — consumers who access content through several touchpoints during the course of their daily digital lives.”
Apple also dominated the market share for digital traffic on mobile devices in comScore's report, grabbing over 58 percent in August 2011.
The research firm said that 54.7 percent of all tablet owners were male, and nearly 30 percent were between the ages 25 and 34.
About half of tablet owners belonged to households that earn $100,000 or more a year.
“In order to meet the needs of these consumers, advertisers and publishers must learn to navigate this new landscape so they develop cross-platform strategies to effectively engage their audiences," Donovan said in a press release.
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