comScore introduces 'device essentials' for measuring digital traffic from all devices which includes computers and other devices, defined as mobile phones, tablets, music players, e-readers, gaming devices, and other web-enabled devices.
According to comScore, the iPad represents "89% of tablet traffic across all markets." In the US the figure is 97%. Apple has sold roughly 25 million iPads to date globally, while competitors have seen disappointing sales so far.
In Canada, the iPad drives 33.5% of all non-PC traffic, though comScore doesn't indicate the breakdown of PC vs. non-PC traffic on a global or country basis (except in Brazil where non-PC traffic is on average less than 1% of total traffic). In March Performics reported that just over 10% of all search impressions its clients were seeing were now coming from mobile devices.
Interestingly, we can see that while Android tablets significantly lag behind Apple in the U.S. tablet market, the platform actually bests Apple in the Smartphone space (35.6% vs. 23.5%). iPod Touches contribute a notable percentage of non-computer device traffic across most countries, while other devices such as e-readers and gaming systems contribute only a very modest percentage.
Drilling into the newspaper category, comScore looked at how much traffic was coming from non-PC devices across a range of countries. The U.K. had the greatest share of non-computer device traffic going to the category at 9.8%, followed by Singapore (8.8%), and Japan (7%).
Another important dynamic of device traffic is the division between access over mobile networks and access via WiFi/LAN networks. According to comScore, in the smartphone market, 47.5% of iPhone traffic occurred over WiFi networks compared to 21.7% of Android phones. In tablets, an overwhelming 91.9% of iPad traffic occurred over WiFi networks compared to 65.2% among Android tablets.
[Source: comScore Press Release]