iPads deliver more than 97 percent of all U.S. tablet traffic, totaling a higher share of Internet use than iPhones, according to comScore.The flurry of inexpensive Android tablets released in the past few month led ABI Research in August to report that Android media tablets collectively swallowed some 20 percent of the tablet market. However, the comScore figures for the same month show that the rise of Android tablets -- at the detriment of the iPad -- is premature.
Android smartphones may dominate their market but their tablet counterparts don’t seem poised to do that any time soon. ComScore’s research indicates iPads rule among tablets in driving digital traffic with a whopping 97.2 percent of all tablet traffic in the United States. iPads now even account for a higher share of Internet traffic than iPhones: 46.8 percent vs. 42.6 percent of all iOS device traffic.
iOS as a whole also accounts for the largest chunk of mobile Internet traffic in the U.S. with 43 percent. Android has the highest share of the smartphone market (pinned at 43 percent) but lags in Web traffic at 34 percent.
An increasingly important market segment
The firm also outlined why the growth of tablet traffic is significant, noting that almost half of tablet owners have completed purchases using their tablet.
"Tablet owners exhibited significant use of their devices throughout the entire online shopping process," comScore reported, "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 percent) and read customer ratings and reviews while on a tablet (54 percent)."
The group added, "the incremental reach through mobile and connected devices should not be underestimated," pointing out that, "in August 2011, the additional mobile and connected device audience for Pandora accounted for more than half of their total cross-platform audience."
iPad at Top in Tablet Web Traffic
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