comScore, a company which analyzes digital marketing and provides solutions for customers, has released an interesting set of figures. According to their study, “Digital Omnivores: How Tablets, Smartphones and Connected Devices are Changing U.S. Digital Media Consumption Habits”, 6.8% of internet traffic in the United States is from mobile devices. Of that percentage, around 2/3 is from phones, and the other 1/3 is mostly tablets. When it comes to tablets, the iPad has an amazing 97.2% of tablet traffic. This number, if taken at face value, would indicate that hardly anyone is using non-iOS tablets, whether it’s android, Windows 7, RIM, etc. How could the iPad be so dominating?
One answer may be, that it really doesn’t have such a large percentage of the internet traffic. This number is based on what web browser is being used. First of all, tablets running android versions like Froyo or Gingerbread will be logged as phones, not tablets. Secondly, most users of android tablets tend to customize their devices. And one of the easiest things to do, is to change your browser’s user agent. Who wants to surf the web seeing mobile sites, when you can see it the same way as it looks on your desktop? So you select desktop as your user agent for your browser. Now, any surfing you do, is logged as desktop statistics, not android. Not only do many, if not most, tablet users do this, but also a large number of android phone users . So all of this internet traffic is seen as desktop variety, while it’s really android. The total for iOS devices(phones and tablets) are 43.1% of the market share, and they seem to have 58.5% of mobile traffic. Android market share is 34.1%, but traffic is only 31.9%. You could conclude that Apple users are more active web surfers, or the methods used to get these conclusions have some basic flaws. I can’t believe the iPad has 97.2% of all tablet traffic, so my vote is for the flaws.