Snapshot
Tablet adoption in the US has grown faster then that of smartphones and the mobile Internet traffic from these devices comes mainly from Apple’s iPads (90.4%). These devices show a trend of being purchased by users that already have a mobile device, 14.3% of US and 8.3% of EU5 (UK, Germany, Spain, France, Italy) mobile subscribers own a tablet and another mobile device.

 

Key Points

  • Tablet adoption has outpaced the adoption of smartphones in the US as almost 40 million tablets have sold in less than 2 years, a feat which took the smartphone 7 years.
  • Based on the number of unique mobile users, since 2010, that own a tablet in the US, an overwhelming majority own either an Apple iPad or Android based tablet, followed by Palm, RIM and Microsoft.

 

iPad market share growth US 2010 2011 2012

 

  • As the different types of tablets available to consumers continue to rise, they are still not expected to replace mobile phones or computers but instead complement them.
  • Almost in 1 in 6 (14.3%) US and 8.3% of EU5 mobile subscribers, based on December 2011 data, own a tablet in addition to another mobile device, this value drops to 10.3% in Canada, 10.3% in Spain, 8.4% in France, 8.2% in the UK, 8.2% in Italy, 7.4% in Germany, 4.6% in Japan.

 

Mobile users that also own a tablet

 

  • In December 2011, the flow of mobile Internet traffic from US connected devices (i.e. iPads, iPhones, iPod Touch) mostly came from iOS devices (60.1%), followed by Android (32.4%) and RIM OS devices (3.2%).
  • When looking at US mobile Internet traffic, specifically from tablet devices in Decemeber 2011, iOS takes up almost all (90.4%) of the marketshare, with Android and RIM tablets making up only 9.1% and 0.5% respectively.
  • Mobile Internet traffic from mobile devices in the US, during December 2011, mostly came from Android OS devices (47.4%) followed by iOS (37.7%) and RIM (6.5%) devices.

 

Mobile internet traffic Apple iOS Google Android

 

Mobile internet traffic share by mobile OS Apple iOS Google Android

Source  comScore (February 23, 2012)

Respondents & Study Method Survey of age 13+ US (10,000 mobile phone owners), UK (5,000 mobile phone owners), FR (4,000 mobile phone owners), DE (5,000 mobile phone owners), ES (4,000 mobile phone owners), IT (4,000 mobile phone owners), CA (5,000 mobile phone owners, reported quarterly), JP (4,000 mobile phone owners) mobile subscribers

Reference comScore

Image Internet and Tacos in Mexico by lecates

 

 

 

Print Friendly