ComScore: Smartphones and tablets driving digital traffic

Reston, Va. -- Mobile phones drive digital traffic around the world, but tablets are gaining steam, according to a new report released by ComScore. The report, “Digital Omnivores: How Tablets, Smartphones and Connected Devices are Changing U.S. Digital Media Consumption Habits,” found that smartphones and tablets are driving nearly 7% of total U.S. digital traffic.

Key findings highlighted in the report include:

  • Today, half of the total U.S. mobile population uses mobile media. The mobile media user population (those who browse the mobile web, access applications, or download content) grew 19% in the past year to more than 116 million people at the end of August 2011.
  • iPads dominate among tablets in driving digital traffic. In August 2011, iPads delivered 97.2% of all tablet traffic in the United States. iPads have also begun to account for a higher share of Internet traffic than iPhones.
  • Nearly half of tablet owners made or completed a purchase on their tablet. Tablet owners exhibited significant use of their devices throughout the entire online shopping process – from doing the initial planning, conducting product and store research, making price comparisons, to finally transacting.

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%).

Click here to download a complimentary copy of the report, Digital Omnivores.

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