New Capability Offers Insight on Traffic by Device and Connection Type for Operators, OEMs, Publisher and App Developers
LONDON, UK – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, announced the launch of Device Essentials™, a new service reporting on digital traffic by device, which includes computers and other devices, defined as mobile phones, tablets, music players, e-readers, gaming devices, and other web-enabled devices. Based on comScore’s global Unified Digital Measurement™ (UDM) data, which utilises census-level information from tagged web page content, Device Essentials includes comScore’s first publicly available data showing device activity globally by connection type and device category.
“comScore is excited to announce the availability of Device Essentials to provide critical insight into traffic patterns sourcing from the wide array of devices today,” said Serge Matta, comScore Executive Vice President of Telecom and Wireless. “Using comScore’s proprietary global UDM data set, we have been able to develop an expansive profile of traffic patterns across device type, connection type and geography which delivers the critical insight needed by wireless carriers, OEMs, publishers and app developers to optimize their marketing strategies and customer experience.”
comScore Device Essentials will initially report exclusively on page view activity and is immediately available across all of comScore’s reporting geographies. The number of different reporting dimensions available in this service provides answers to a variety of digital business questions. Reporting capabilities include, but are not limited to, the following:
Share of smartphone and feature phone usage by OS
– Carrier share of smartphone traffic
– OS share of carrier traffic
– Traffic to site content categories by carrier, OS and device type
– Mobile HTML vs. standard HTML traffic by content by device type
– Wifi vs. Non-Wifi traffic
iPad and Other Device Traffic Contribution by Country
comScore Device Essentials sheds light on traffic patterns by device across geographies. One of the most rapidly emerging digital traffic trends occurring across many countries is the impact of the Apple iPad and other tablets. In the analysis below of thirteen countries covering five continents, we can see how traffic is sourced from various devices.
| Share of Non-Computer Device Traffic for Selected Countries May 2011 Multi-Country Report for Selected Countries Source: comScore Device Essentials |
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| Tablets | Mobile Phones | Other Devices | |||||||
| iPad | Android | Other Tablet | iPhone | Android | Other Smart- phone | Feature Phone | iPod Touch | Other | |
| Canada | 33.5% | 0.4% | 1.3% | 34.6% | 8.2% | 3.6% | 1.5% | 14.9% | 2.0% |
| Brazil | 31.8% | 1.6% | 0.0% | 21.0% | 11.7% | 11.3% | 17.3% | 4.1% | 1.1% |
| Germany | 29.4% | 0.9% | 0.0% | 35.1% | 16.2% | 4.6% | 2.8% | 8.3% | 2.5% |
| Spain | 27.4% | 0.8% | 0.0% | 34.2% | 22.1% | 7.2% | 2.7% | 3.6% | 1.9% |
| France | 26.9% | 0.6% | 0.0% | 34.3% | 17.1% | 5.7% | 5.5% | 3.9% | 6.0% |
| Singapore | 26.2% | 1.4% | 0.1% | 51.9% | 10.0% | 3.9% | 1.5% | 4.8% | 0.2% |
| Australia | 25.9% | 0.5% | 0.0% | 50.0% | 10.5% | 3.8% | 1.8% | 7.1% | 0.4% |
| U.S. | 21.8% | 0.6% | 0.1% | 23.5% | 35.6% | 6.7% | 2.4% | 7.8% | 1.5% |
| UK | 21.3% | 0.3% | 0.0% | 29.9% | 15.1% | 15.0% | 8.2% | 8.7% | 1.5% |
| Chile | 12.9% | 0.6% | 0.0% | 45.2% | 13.9% | 11.6% | 9.1% | 6.0% | 0.7% |
| Argentina | 12.4% | 0.4% | 0.0% | 12.5% | 23.2% | 16.8% | 27.5% | 6.7% | 0.5% |
| Japan | 11.3% | 0.0% | 0.0% | 49.5% | 30.6% | 0.2% | 2.6% | 4.7% | 1.1% |
| India | 4.0% | 0.5% | 0.0% | 2.8% | 6.0% | 14.1% | 71.9% | 0.6% | 0.0% |
The iPad is currently the dominant tablet device across all geographies, contributing more than 89 percent of tablet traffic across all markets. The iPad’s contribution to total non-computer device traffic is highest in Canada (33.5 percent). Brazil has the second highest non-computer device share of traffic coming from the iPad at 31.8 percent, although non-computer devices account for less than 1 percent of total traffic in the country. In Singapore, where non-computer devices comprise nearly 6 percent of total traffic, the iPad accounts for 26.2 percent of this traffic.
Interestingly, we can see that while Android tablets significantly lag behind Apple in the U.S. tablet market, the platform actually bests Apple in the Smartphone space (35.6 percent vs. 23.5 percent). iPod Touches contribute a notable percentage of non-computer device traffic across most countries, while other devices such as e-readers and gaming systems contribute only a very modest percentage.
Newspaper Content Skews Towards Mobile and Tablet Access Across Geographies
Device Essentials also provides visibility into site content category traffic by geography and device type. In the analysis below, comScore examined traffic patterns to the online newspaper category to understand how much each device type contributes to total category traffic and relative to total content consumption. Among the markets studied, the UK had the greatest share of non-computer device traffic to newspaper sites at 9.8 percent, followed by Singapore (8.8 percent), and Japan (7.0 percent).
| Newspaper Site Category Traffic by Geography and Device Type May 2011 Multi-Country Report for Selected Countries Source: comScore Device Essentials |
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| Computer | Mobile | Tablet | Other | Non-Computer Traffic Newspaper Category Index* | |
| UK | 90.2% | 7.4% | 1.9% | 0.5% | 184 |
| Singapore | 91.2% | 5.8% | 2.8% | 0.2% | 149 |
| Japan | 93.0% | 5.2% | 1.4% | 0.3% | 151 |
| U.S. | 93.3% | 4.6% | 1.8% | 0.3% | 108 |
| Australia | 94.6% | 3.4% | 1.9% | 0.2% | 126 |
| Chile | 95.4% | 3.9% | 0.4% | 0.3% | 226 |
| Canada | 95.5% | 2.2% | 1.9% | 0.4% | 131 |
| Spain | 96.3% | 2.4% | 1.2% | 0.1% | 163 |
| India | 96.9% | 2.9% | 0.2% | 0.0% | 94 |
| France | 97.7% | 1.1% | 1.1% | 0.1% | 159 |
| Brazil | 98.1% | 1.0% | 0.8% | 0.1% | 316 |
| Germany | 98.1% | 1.1% | 0.7% | 0.1% | 117 |
| Argentina | 98.6% | 1.0% | 0.3% | 0.1% | 124 |
*Non-Computer Device Traffic Newspaper Category Index = Share of Non-PC Traffic for Newspaper Category / Share of Non-PC Traffic for Total Internet x 100. Index of 100 indicates average representation.
comScore also analysed the extent to which non-computer device traffic to the newspaper category was overrepresented relative to the category’s share of total Internet traffic. The results indicated that across all countries studied, with the exception of India, the newspaper category was significantly more likely than average to be accessed via non-computer devices. Brazil exhibited the highest relative skew in newspaper category traffic (Index of 316), followed by Chile (Index of 226) and the UK (Index of 184).
Non-Computer Device Contribution for Select European Markets
Among the European markets surveyed in this analysis, the UK has the highest share of traffic coming from non-computer devices at 5.3 percent, followed by Spain (2.3 percent), Germany (1.6 percent), and France (1.5 percent). The UK also has the highest share of mobile devices contributing to non-computer device traffic share with 68.1 percent coming from mobile phones. In contrast, Germany boasts the highest share coming from tablets (30.3 percent) and other devices (10.9 percent). 5.5 percent of non-computer device traffic in France comes from gaming consoles – the highest for the European countries surveyed.
| Share of Non-Computer Device Traffic by Device Type for Select European Countries May 2011 Total France, Germany, Spain, UK Source: comScore Device Essentials |
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| Country | ||||
| Device Type | France | Germany | Spain | UK |
| Mobile | 62.5% | 58.8% | 66.2% | 68.1% |
| Tablet | 27.6% | 30.3% | 28.3% | 21.7% |
| Other | 9.9% | 10.9% | 5.5% | 10.2% |
| Handheld Device | 4.4% | 8.5% | 3.8% | 8.8% |
| Gaming Console | 5.5% | 2.3% | 1.7% | 1.4% |
About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit www.comscore.com/companyinfo.
