iOS Drives 61 Per Cent of EU Mobile Traffic

Digital research firm comScore has released an overview of the mobile and connected device landscape in Europe, and found that iOS now drives 61.1 per cent of all non-computer web traffic. Connected devices account for 4.6 per cent of total digital traffic in the five markets studied. 

Taking in France, Germany, Italy, Spain, and the UK, the report says that cross-platform digital media consumption is on the rise in the region, and says the figures are buoyed by the growth in adoption of smartphones, tablets and other non-computer web-enabled devices.

Android contributes 20.9 per cent, while RIM has 8.5 per cent of all non-computer web traffic. 

The report also found that, while Symbian retains the largest share of the smartphone market, Apples iOS has taken the largest share of the connected devices market, when the iPad and iPod touch are taken into account. iOS now has a 30.5 per cent share of the connected devices market. 

Nearly half of this share consists of iPod touch and iPads, whereas all of Symbians 28.7 per cent of connected devices market share comes from smartphones. Android has a 23.5 per cent share of the connected devices market, according to comScores study. 

“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,” says Jeremy Copp, comScore vice president for Mobile in Europe. “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.”