97 Percent of Tablet Traffic is From iPads

Just under 7 percent of all web traffic in the U.S. comes from smartphones and tablets, and of tablet traffic, 97.2 percent comes from the iPad.

That’s according to a report called “Digital Omnivores: How Tablets, Smartphones and Connected Devices are Changing U.S. Digital Media Consumption Habits,” released this week by research firm Comscore.

“The popularization of smartphones and the introduction of tablets and other web-enabled devices – collectively termed ‘connected devices’ – have contributed to an explosion in digital media consumption. As these devices gain adoption, we have also seen the rise of the ‘digital omnivores’ – consumers who access content through several touchpoints during the course of their daily digital lives,” Mark Donovan, comScore’s senior vice president of mobile, said as part of the announcement.

The survey also found that by installed base in the , Apple’s iOS has the lead with 43.1 percent market share, followed by Android with 34.1 percent.

“In order to meet the needs of these consumers, advertisers and publishers must learn to navigate this new landscape so they develop cross-platform strategies to effectively engage their audiences.”

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