comScore: the iPad Owns 97 Percent of US Tablet Traffic

As part of its new “device essentials” data product release comScore put out some interesting comparative findings about web traffic patterns from a broad array of mobile devices, including smartphones and tablets. But among tablets we’re really only talking about the iPad.

According to comScore, the iPad represents “89 percent of tablet traffic across all markets.” In the US the figure is 97 percent. 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 percent of all non-PC traffic, though comScore does not 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 percent of total traffic). In March Performics reported that just over 10 percent of all search impressions its clients were seeing were now coming from mobile devices.

Drilling into the newspaper category, comScore looked at how much traffic was coming from non-PC devices across a range of countries. The UK sees the highest percentage of non-PC traffic, with nearly 10 percent of traffic coming from mobile devices and tablets. In the US the figure is 6.7 percent.

While publisher server logs and analytics will reveal this same data on a per site basis this report will be interesting over time to chart the growth of mobile and non-PC devices as a percentage of overall web traffic. What’s not clear from the data is whether the figures include traffic generated by or through apps.

Historically comScore has not measured activity within apps and so my guess is that the above does not reflect the contribution of apps.

Related Topics: Channel: Strategy | Stats: comScore | Stats: General | Stats: Size


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

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  • Remington Jackson

    I am not debating this information since it looks like people that own iOS phone users have more traffic, but I want to know how can this be true and that Android users consumer more data?

  • Remington Jackson

    Just saw that I messed that up kind of lol.

  • CleverBoy


    I’d go ahead and chalk up Android data usage under tethering, cloud data backups, post application installation payloads (on first use), and lots of active notifications. Google “Tracking Down Android Data Usage”. It’s been a thorn for a while.

  • Ozer Erke

    I think the high usage numbers, especially for the news rely on the fact that, most of the news sources provide only iOS versions of their mobile applications. Wonder what would be the numbers if they provided Android in parallel.

    From my point of view, Google is not providing a reliable calendar of Android mobile and tablet version releases. Plus the Android device manufacturers (e.g. Samsung) seems a bit lazy on upgrading their devices. We should wait until these devices into business usage, which Android seems more suitable with it’s multitasking, Flash support and widgets.

  • timacheson

    Wrong! This is grossly misleading. For example, Windows 7 tablets are excluded from these stats. My tablet is a real full-power PC, and I surf the web using IE9 and Firefox, which ComScore cannot differentiate from any other PC.

    Is this another Apple propaganda campaign?

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