"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," said Jeremy Copp, comScore vice president for Mobile in Europe.
In the three month average period ending in August 2011, 91.4 million mobile subscribers across the EU5 reported using smartphones, up 46 percent from last year.
Although Symbian continues to have the largest share of the smartphone market, its audience among all mobile and connected devices in current use was recently surpassed by the Apple iOS audience.
The iOS platform (including iPhones, iPads and iPod Touches) currently accounts for 30.5 percent of all mobile and connected devices in use in the EU5 (excluding feature phones and e-readers), driven by the popularity of the iPad and iPod Touch. Symbian ranks second, accounting for 28.7 percent of all devices in use, followed by the Google Android platform at 23.5 percent.
|Device Platforms||Share of Devices in Use|
A closer look at the composition of devices in use for each platform reveals interesting differences. Symbian's share of the market is driven exclusively by Symbian smartphones, whereas nearly half of the iOS share is driven by iPads and iPod Touches in use. Meanwhile, tablets account for only 16 percent of the Android platform share.
Apple iOS Drives More Than 60% of Non-Computer Traffic
An analysis of platform market share, as determined by internet traffic coming from browser-based page views, shows the iOS platform driving more than 60 percent of all connected device traffic to significantly lead other platforms. Despite comprising less than a quarter of iOS devices in use, iPads fuelled this strong position accounting for 43 percent of all iOS traffic.
Following iOS, Android ranked second in delivering non-computer traffic with a 20.9 percent share. RIM accounted for 8.5 percent, while Symbian accounted for just 2.7 percent, indicating that Symbian smartphone users were less likely on average to consume digital media on their mobile devices.
(Browser-Based Page Views)
|Device Platforms||Share of Non-Computer Traffic|
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