tablets-cleanslate

Getting to Know the Connected Consumer: From Computers to Tablets to Smartphones

  |  October 26, 2011   |  Comments   |  

To understand the full profile of today's digital consumer, it is no longer enough to measure desktop traffic alone. Consider these stats to find out why.

Consumers today have a plethora of choices to consume media both at home and on the go. It wasn't long ago in digital history that 100 percent of digital traffic came from desktops or laptops. Now smartphones, tablets, and other connected devices account for a growing share of digital traffic.

For today's publishers and advertisers, understanding how this audience consumes content across various platforms is critical to developing and executing successful digital campaigns. For publishers, the consumption on mobiles and tablets represents additional reach into new audiences, or keeping existing audiences engaged with their brand. For advertisers, understanding where their audiences access across these various platforms will be critical to optimising campaigns for reach and frequency.

Although online content consumption continues to occur primarily on computers at over 90 percent of page view traffic, mobile phones and other connected devices are gaining traction as additional sources of online traffic, particularly in mature technology markets. However this fragmentation of consumption is a global phenomenon. In August 2011, five global markets (Singapore, U.K., U.S., Japan, and Australia) saw more than 5 percent of Internet traffic coming from non-computer devices, with Singapore having the highest share at 7.2 percent. The United Kingdom and United States followed closely, each with 6.8 percent of total Internet traffic coming from mobile and connected devices.

Mobile Phones Drive Non-Computer Digital Traffic
Across these selected markets, mobile phones drove the majority of non-computer digital traffic, in part due to the growth of certain mobile market enablers – including smartphone ownership, 3G/4G network use, and unlimited data plan subscriptions – in many markets. In Singapore, nearly two-thirds of non-computer traffic (4.4 percent of total traffic) in August 2011 came from mobile devices, driven in large part by the use of smartphones. Mobile accounts for an even higher share of non-computer device traffic in Japan at more than 80 percent.

Feature phones (cheaper phones that is more than just a "dumb" phone but the OS not quite as robust as a "smartphone") only contribute a small percentage of mobile traffic in more digitally mature markets, but in other developing markets, they have higher share of traffic. India stands out as a unique example of a country where the highest share of non-computer traffic comes from mobile devices rather than tablets. India's feature phones drove most of this traffic, at 73.1 percent of all non-computer traffic.

Tablets Deliver One-Third of Non-Computer Page Views in Singapore

On the other hand in developed markets like Australia, Canada, Singapore, U.K., and U.S., mobile and connected devices account for a fairly significant share of traffic. Among the five markets, Canada showed the highest percentage of non-computer traffic coming from tablets at nearly 40 percent. Singapore followed, with tablets contributing 34.4 percent of non-computer traffic. In Australia, the U.S., and U.K., tablets accounted for at least 24 percent of non-computer traffic. Across these markets, nearly 1 in 4 page views made on mobile and connected devices came from a tablet. Other web-enabled devices (which include e-readers, gaming consoles, and other handheld devices) accounted for the smallest share of digital traffic in most markets.

In this multi-device environment, audience measurement can no longer be confined to the desktop or laptop environment to understand the full profile of today's digital consumer. Holistic audience measurement - understanding consumer behaviours across computer, mobile, tablet, and other connected devices - will be increasingly important as brands and their advertising agencies seek to optimise strategies and allocate dollars appropriately across platforms.

Subscribe to ClickZ Asia to receive your weekly dose of the region's latest trends, tips, and insights straight to your inbox.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.

ABOUT THE AUTHOR

Joe Nguyen

Joe Nguyen is vice president, Southeast Asia, at comScore, a global Internet information provider. He's responsible for new business development and expanding sales of comScore products and services throughout the Southeast Asia region. ComScore reports on market-specific measurement of Internet usage for 13 Asia-Pacific countries and is rapidly increasing its footprint in Asia Pacific with people and products. Joe has more than 15 years of sales experience in the Asia-Pacific region and is a thought leader in the industry, regularly speaking at conferences and holding a seat on the Advisory Board of ad:tech Singapore and on the leadership council of the Interactive Advertising Bureau Southeast Asia, Singapore chapter. He's a veteran of the online analytics industry with experience on both the user and vendor sides of panel-based audience measurement and site-side analytics. Please follow this link to view Joe's LinkedIn profile.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Analytics newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...