Five Fast Facts on Digital Traffic

Last updated: 20 March 2014

Last week we announced the launch of the Netsize Guide by our colleagues over at Netsize.

With almost 200 pages of insight and analysis into mobile content and services, there’s a lot in there to interest those of us in the industry. So for the next few weeks I’ll be picking out interesting topics from the report and condensing them for you in blog posts. Obviously these will only be tasters of what’s contained in the report, so if they take your interest I recommend you download your own free copy.

First up, I’m taking a look at some interesting data provided by comScore, which looks into digital traffic and the devices being used to generate it. Here are five fascinating bits of insight which have come from its analysis of 15 different countries:

1.     Mobile phones are second only to computers in driving digital traffic

Computers account for at least 93 percent of digital traffic in the markets studied, but mobile contributes the most traffic after PCs. The US has the highest share of non-computer device traffic at 6.2 percent, with mobile phones making up about two-thirds of that (4.2 percent overall). Singapore and the UK also have high shares of non-computer device traffic at 5.9 percent and 5.3 percent, respectively.

2.     Apple leads the way for non-computer device traffic

In the UK, the iOS platform accounted for 59.9 percent of all non-computer device traffic, with 29.9 percent of non-computer traffic coming from iPhones, 21.3 percent from iPads, and 8.7 percent from iPod Touches.

3.     Tablet traffic is growing

Next to mobile phones, tablets contribute a significant share of total non-computer device traffic. Two-thirds of the markets in the analysis saw tablets driving more than 20 percent of all non-computer device traffic. Tablets account for 21.6 percent of non-computer traffic in the UK, and Apple iPads account for 98.6 percent of that.

4.     Apple dominates the tablet market

In all of the markets researched, the share of total digital traffic coming from tablets was driven largely by iPads. In 13 of the 15 countries, Apple captured at least 95 percent of the tablet market, while Android accounting for most of the remainder.

5.     E-readers and gaming consoles barely register any traffic

Devices such as e-readers and gaming consoles contributed less than 1 percent of overall digital traffic, with the highest share of traffic seen in Canada and the US at 0.6 percent. Other web-enabled devices account for only 0.5 percent of total traffic in the UK.

As users increasingly grab their nearest mobile device to access the web, marketers have a growing number of opportunities to engage customers with compelling services and to come up with innovative CRM programs that have an edge. For more stats and some inspiration on the side, do check out the Netsize Guide by Gemalto.

And stay tuned for our next blog post with more insight into mobile content and services…