According to a new report called "Digital Omnivores: How Tablets, Smartphones and Connected Devices are Changing US Digital Media Consumption Habits," Apple's iPad held 97.2 percent of all tablet internet traffic in the US in August 2011.
The iPad has even surpassed the iPhone in terms of internet traffic on iOS devices: 46.8 percent versus the iPhone's 42.6 percent. iOS devices account for the largest share of mobile internet traffic overall, measured in browser-based page views. iOS devices accounted for 58.5 percent of US non-computer traffic in August, followed by Android with 31.9 percent.
In terms of devices in use, Android is the most popular OS, with 43.7 percent of the smartphone market in August; iOS had 43.1 percent.
"The popularisation of smartphones and the introduction of tablets and other web-enabled devices…have contributed to an explosion in digital media consumption," said comScore's senior vice president of mobile Mark Donovan. "As these devices gain adoption, we have also seen the rise of the 'digital omnivores' – consumers who access content through several touchpoints during the course of their daily digital lives."
"In order to meet the needs of these consumers, advertisers and publishers must learn to navigate this new landscape so they develop cross-platform strategies to effectively engage their audiences," he added.
On a slightly related note, new data released by mobile analyst firm Xyologic says that Android app downloads will eclipse iOS downloads by May 2013. The firm notes that, at present growth rates, Android will pass iOS in worldwide monthly downloads in June 2012, when both platforms will generate 3.2 billion downloads. Android will exceed total lifetime downloads on iOS in May 2013. Android will also pass iOS in terms of total apps in August 2012, when both the App Store and the Android Market will boast 680,000 apps. If Google didn't delete apps, Xyologic estimates Android would be the market leader by the end of this year.