A new comScore report, known as "Device Essentials," is taking a look at numerous elements of non-computer traffic – including device, OS, carrier, and mode of access for tablets, smartphones, and other Internet-enabled devices. Initial data shows iPad obliterating Android in the tablet market, with Android and iOS competing closely in the smartphone market.
The One-Sided Tablet War
The study looks at (according to the official comScore release) "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 most notable elements come from the Android and iOS battelfront.
For tablets, iOS is more than dominant – it might as well be the only player. In Canada, for example, the iPad generates 95.17 percent of tablet-based traffic, while all of Android's tablet devices combined only reach 1.1 percent.
Android is faring slightly better in the U.S. (2.6 perccent of tablet traffic to iPad's 97.4 percent) and shows its best figures in Brazil (4.7 percent) and Singapore (5 percent). Around the globe, the iPad is the top tablet player – and in many regions is just as popular a way to access the web as smartphone devices.
The Smartphone Front
While there's not much of a fight when it comes to iPad and any other tablet device, Android and iOS are really having a go at each other in the smartphone market. In some regions, iPhone is clearly winning (such as in Canada, where iPhones are chosen four times as often as Android phones), but in others Android is the champion (such as the U.S., where Android is chosen 50 percent more often, or in India, where Android is chosen twice as often).
Oddly enough, the U.S. is among the closest iOS vs Android competitions. Few regions show close competition between the two major smartphone options; it seems that countries pick a favorite smartphone, and the option that wasn't selected is trampled.