comScore has published research from France, Germany, Italy, Spain and the United Kingdom that shows smartphones, tablets and other non-computer web-enabled devices (excluding feature phones and eBook readers) drove 4.6% of total digital traffic in August.
Jeremy Copp, comScore vice president for Mobile in Europe, said “While we have seen the increasing adoption of smartphones in the EU5 contribute to the rapid growth of mobile media consumption, we are also beginning to see tablets and other connected devices play an increasing role. With more options available for consuming digital media on the go than ever before, many users now access online content from multiple platforms throughout the day. This media fragmentation has made it more important than ever for advertisers and publishers to take a holistic view of audience measurement to effectively reach their audiences.”
In the three-month period ending August 2011, 91.4 million people across the five EU countries said they were using smartphones, up 46% from 2010. Symbian had the largest OS market share for smartphones, although adding other ‘connected devices’ to the mix put the iOS platform (including iPads and iPod Touches) in first place with 30.5% of all mobile and connected devices. Non-iPhone devices account for almost half of this figure. Symbian was second, accounting for 28.7% of all devices in use, followed by Android at 23.5%.
OS market share by audience installed base
||% share of devices in use
61% of all non-computer online traffic (based on browser page views) was being generated by the Apple iOS platform, followed by 20.9% on Android phones and tablets.
[comScore MobiLens; comScore Device Essentials]