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Apple's iPad Accounts for 97 Pct of U.S. Tablet Traffic
By Jennifer LeClaire
Posted: June 27, 2011 2:05pm PDT

ComScore reports Apple's iPad dominates U.S. tablet traffic with 97 percent, leaving just three percent for rivals from BlackBerry, ASUS, Motorola and Samsung. An analyst said, "Without a doubt, the iPad is the device to beat in the marketplace." Except for India, newspaper sites were more likely than average to be accessed by non-computers.

Apple's market-leading iPad drives more than 97 percent of tablet traffic in the U.S. That leaves competitors like the BlackBerry PlayBook, ASUS Eee Pad, Motorola Xoom, and Samsung Galaxy Tab with a paltry three percent. So says a new study from comScore called Device Essentials.

The study demonstrates how difficult it is for tablet competitors to steal market share from a dominant, first-to-market Apple. While some companies are just working to get their first tablets to consumers, Apple has already introduced the iPad 2.

"Without a doubt, the iPad is the device to beat in the marketplace. We are not seeing a whole lot of demand right now for some of these other devices," said Michael Gartenberg, an analyst at Gartner. "There is still a lot of opportunity, though. The market is nascent in terms of how it might grow. The real question that consumers are asking is why they shouldn't buy an iPad. Companies are struggling to provide that answer."

Where Android Wins

The iPad's contribution to total non-computer device traffic is highest in Canada at 33.5 percent. Brazil has the second-highest non-computer device share of traffic coming from the iPad at 31.8 percent. In Singapore, where non-computer devices comprise nearly six percent of total traffic, the iPad accounts for 26.2 percent of this traffic.

iPod touches contribute a notable percentage of non-computer device traffic across most countries, according to comScore, while other devices such as e-readers and gaming systems contribute only a very modest percentage.

What does this mean for Android-powered tablets? A massive game of catch-up. ComScore pointed out how Android tablets are significantly behind Apple in the U.S. market. However, the Android platform actually beats Apple in the smartphone space, where Android boasts 35.6 percent versus Apple iOS's 23.5 percent.

Apple Still Dominates

ComScore's Device Essentials study also examined site-content traffic by geography and device type. Among the markets studied, the United Kingdom had the greatest share of non-computer device traffic going to the category at 9.8 percent, followed by Singapore at 8.8 percent, and Japan at seven percent.

ComScore also analyzed the extent to which non-computer device traffic to the newspaper category was overrepresented relative to the category's share of total Internet traffic. With the exception of India, the newspaper category was significantly more likely than average to be accessed via non-computer devices across all countries studied. Brazil offered the highest relative skew in newspaper-category traffic, followed by Chile and the U.K.

Finally, comScore looked at the division between access over mobile networks and access via Wi-Fi/LAN networks. In the smartphone market, 47.5 percent of iPhone traffic occurred over Wi-Fi networks, compared to 21.7 percent for Android phones. For tablets, an overwhelming 91.9 percent of iPad traffic occurred over Wi-Fi networks, compared to 65.2 percent for Android tablets.

Tell Us What You Think
Comment:

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matt:
Posted: 2011-10-14 @ 2:54am PT
Apple actually took the first mover advantage. iPad was launched at a time when tablets weren’t very popular or hardly existed. Like ipod, ipad is also making its own market. The analysts believe that if Apple can successfully maintain its current position with iPad then it will not only dominate the platform software market but it can also take the market share held by conventional computers.

John:
Posted: 2011-06-28 @ 4:03pm PT
Go Apple! However, this year the competition is furious. I just bought a windows tablet from TabletPcsSource.com. The windows tablets are my favorite because now I can take them anywhere I want and still be able to do my work. Also the security on them is great compare to Android and the iPad. The tablet pcs are also much lighter then laptops.


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