comScore latest report released today analyzes how cross-platform consumption has created a vastly different landscape as consumers utilize a growing number of devices to consume digital content. The report also analyzes the impact these shifting consumption habits have on online visitation and engagement across the Internet.
According to comScore report, "Android platform recorded 43.7 percent of smartphone market share in August. And, the iOS market share was 27.3%.
The iOS also had the highest share of connected devices and smartphones in use at 43.1%, with the iPad's dominance in the tablet market, while Android accounted 34.1% of the total mobile and connected device universe.
When measuring internet traffic by platform, iOS accounted 58.5% for the non-computer traffic in the U.S. vs. 31.9% for Android.
Key findings highlighted in the report include:
- Share of non-PC traffic for the U.S. was 6.8%, with approx. two-thirds of the traffic coming from mobile phones, and tablets accounting remainder.
- comScore said the mobile media user (mobile web, apps, data) grew 19% in the past year to more than 116 million people.
- In Aug 2011, 37.2% of U.S. digital traffic coming from mobile phones occurred via a WiFi connection. This percentage grew nearly 3 points in just the past three months. On the other hand, tablets, which traditionally required a WiFi connection to access the Internet, are increasingly driving traffic using mobile broadband access. In Aug, nearly 10% traffic from tablets occurred via a mobile network connection.
- iPads delivered 97.2% of all tablet traffic in the U.S. iPads have also begun to account for a higher share of Internet traffic than iPhones (46.8% vs. 42.6% of all iOS device traffic).
ComScore also found that nearly half of tablet owners have made or completed a purchase on their tablet: "In the past month, more than half of tablet owners looked up product or price information for a specific store (56%) and read customer ratings and reviews while on a tablet (54%)."
- And, that 54.7% of tablet owners were male vs. 30% aged 25-34. 45.9% tablet owners belonged to households earning $100K and more.
- 58% consumed world, national or local news on their devices.
- Nearly 3 in 5 tablet users updated their social networking status or commented on others' status on their device during September, while slightly less than half shared their location using a location-sharing site during.