Top 13 countries for tablet and mobile internet use


Canada is the top country for iPad use, Japan has most iPhone users and the US prefers Android phones, according to new data from comScore. comScore has launched 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.

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.


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.

“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


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