Comscore recently released a study on the cross platform consumption of digital media and the habits of tablet/smartphone users against traditional computer usage. While only around 7% of internet traffic comes from non-computer platforms, this number is on the rise, especially within tablet browsing. During a typical weekday, when studying the consumption of news digitally, mobile phones are used consistently throughout the day while computer usage spikes during the working hours. Tablet usage dominates evening.
More than half of the US population use mobile media and this can largely be contributed to the rise in the adoption of smartphones. However, as mentioned earlier, tablet adoption and usage is rapidly increasing. At this stage, the iOS operating platform contributes more than half of all mobile internet ...view middle of the document...
Beyond that, nearly half of users had incomes of over $100K. The cost of the tablet itself as well as the cost of service and data plan clearly makes it a luxury item, often supplementary to a smartphone or computer, lending a logical aspect to the findings. Amongst users, the most common activities surrounded browsing and consumption of news as well as social media. Real time social media updates had particular prevalence amongst subjects in the study and the emergence of tablet-compatible versions of major magazine and print publications no doubt contribute to the high percentages of users who use their tablet to keep up to date with news on a daily or weekly basis. Clearly tablets are not solely used to replace traditional print media or keep careful tabs on Facebook profiles. More than 2/3 of tablet users surveyed actively play games via tablet and over 50% have shopped and made purchases via tablet from an online retailed.
In conclusion, the digital landscape is changing daily and rapidly and a movement away from “traditional” computers is occurring. Tablets and smartphones are increasing in their percentage of total internet consumption, especially in specific areas like news and social media. Tablets are increasing at a greater rate, but smartphones still remain the gateway vehicle to mobile media consumption. Finally, there were two points that were brought up multiple times in the Q&A. First, use of these mobile devices is still very much complimentary so the issue of duplicated reach needs to be closely monitored and factored into conclusions drawn from data. Secondly, while they more or less exist in the same plane at the moment, as the progress and development of tablets continue and their usership grows, different metrics will likely be needed to properly measure the divergence between tablet and smartphone usage and their effects on digital media intake.