comScore, Inc., a US-based provider of digital marketing information, has announced the launch of Device Essentials, a new service reporting on digital traffic by device. This 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 in the US by connection type and device category.
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 seeks to provide answers to a variety of digital business questions. Reporting capabilities include, but are not limited to, 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; and WiFi vs. non-WiFi traffic.
The service is expected to shed 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. An analysis of 13 countries covering five continents reportedly revealed how traffic is sourced from various devices.
Another important dynamic of device traffic is the division between access over mobile networks and access via WiFi/LAN networks. comScore analysed the differences in traffic patterns between iOS and Android devices to understand these splits by network access. The results showed that iOS phones and tablets sourced a significantly higher share of device traffic from WiFi networks than Android devices. In the smartphone market, 47.5 percent of iPhone traffic occurred over WiFi networks compared to 21.7 percent of Android phones. With respect to tablets, 91.9 percent of iPad traffic occurred over WiFi networks compared to 65.2 percent among Android tablets.
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