An explosion in mobile device use has prompted a new name for these digitally hungry users: digital omnivores. Nearly 7 percent of all U.S. Internet traffic can be attributed to mobile device users, according to a new report today released from comScore.
Mobile phones drive digital traffic around the world, while tablets are gaining steam. “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,” said Mark Donovan, comScore senior vice president of mobile, said in a statement.
Today, half of the total U.S. mobile population uses mobile media, including browsing the Web, accessing applications and downloading content, which represents a 19 percent increase over the past year — that’s 116 million Americans. Mobile phone users account for about two-thirds of the non-computer traffic, while tablets make up the balance.
Although the Android platform accounts for the highest share of the smartphone market (43.7 percent in August), its total audience among mobile and connected devices is eclipsed by the Apple iOS audience. The iOS platform had the highest share of connected devices and smartphones in use at 43.1 percent, fueled by the iPad’s dominance in the tablet market, while Android accounted for 34.1 percent of the total mobile and connected device universe, and leaving less than 23 percent for Windows, Symbian and RIM BlackBerry systems.
But more significantly, iOS users accounted for nearly 60 percent of mobile Internet traffic, according to comScore. For the first time, iPad traffic edged out iPhone traffic, with U.S. iPads generating 46.8 percent of mobile Internet traffic compared with 42.6 percent from all other iOS devices combined, indicating that iPad users are the most voracious content consumers of all.