*Apple Operating System Accounts for Largest Share of Non-Computer Traffic, but Android Growing Quickly*
São Paulo, Brazil, October 7, 2011 – comScore, Inc., a leader in measuring the digital world, today released the latest insights on connected device usage in Brazil from its Device Essentials service. The report found that digital media consumption via connected devices (including mobile, tablets, etc.) is growing quickly in Brazil, outpacing many markets. Although non-computer device traffic accounted for just 1.0 percent of total Internet page views in August, this number represents an increase of more than 60 percent since May, demonstrating the rapidly growing importance of tablets and smartphones to the digital landscape in Brazil.
“Internet consumption in Brazil is changing as consumers embrace a growing number of connected devices,” said Alex Banks, comScore managing director for Brazil. “While this evolving landscape offers publishers and advertisers with opportunities to engage an increasingly connected audience base, it also presents challenges in understanding how multiple platforms may influence consumers’ media consumption habits and what that means to marketers and advertisers.”
Key findings on Brazil’s connected device market include:
- In Brazil, non-computer devices such as tablets, mobile phones and gaming consoles accounted for 1.0 percent of all Internet page views in August 2011, up from just 0.6 percent in May 2011.
- Out of this 1.0 percent of non-computer traffic, mobile phones accounted for the largest share at 59.8 percent. Tablets accounted for 36.5 percent of non-computer traffic, while other devices (which include iPods, e-readers, gaming consoles, etc.) accounted for 3.7 percent.
- Compared to the U.S. and U.K., non-computer traffic in Brazil skewed more towards tablets and less towards mobile phones and other devices.
- Apple’s iPad led the tablet market driving 94 percent of tablet page views in August 2011 in Brazil. iPads now account for the majority share of traffic originating from Apple devices at 58.7 percent.
Apple iOS Accounts for Nearly 60 Percent of Non-Computer Traffic in Brazil
In August 2011, Apple devices accounted for 58.5 percent of non-computer device traffic, ranking as the leading platform in Brazil. Devices running the Android operating system accounted for 16.7 percent of all non-computer digital traffic in August, growing 3.4 percentage points since May 2011, largely driven by the adoption of Android phones. Symbian accounted for 6.8 percent of non-computer digital traffic in August, while other devices combined to account for the remaining 18.0 percent.
|Operating System Share of Total Non-Computer Traffic
May 2011 to August 2011
Source: comScore Device Essentials
|Operating System Percent Share of Non-Computer Traffic|
These findings were part of a recent presentation at Digital Age 2.0 by Alex Banks, comScore managing director for Brazil. To download the complete presentation, please visit: https://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/Device_Essentials_Insights_on_Digital_Traffic_Worldwide