Non-computer devices (including mobile phones, tablets and other connected devices) accounted for an average of 2.6% of all web browsing activity across ten Latin American markets included in a recent ComScore’s report on connected device usage. The study noted that although traffic generated from non-computer devices has continued to increase in the past year, the analysis of the current distribution of Internet traffic (defined as browser-based Internet page views) across devices found that traditional computers still account for an overwhelming majority of Internet traffic across most markets.
Puerto Rico had the highest percentage of non-computer traffic in October at 5.9%. Costa Rica was next at 3.7%; followed by Chile at 3.1%; Mexico at 2.9%; Colombia at 2%; Ecuador at 1.9%; Argentina at 1.7%; Peru at 1.6%; Venezuela at 1.5%; and Brazil at 1.3%
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When looking at non-computer traffic, Brazil had the highest percentage of web traffic coming from tablets at 39.9%, while Chile had the highest percentage of web traffic coming from mobile phones at 78.8%. Argentina followed with 77% of its non-computer Internet traffic occurring on mobile phones in October. In Colombia tablets accounted for 38.9%, while in Puerto Rico they drove 34.6% of non-computer traffic.
These figures show that consumers’ digital media consumption is rapidly expanding to multiple devices as a growing number of Latin Americans stay connected though smartphones and tablets, said Alejandro Fosk, SVP for Latin America at ComScore.
| Share of Non-Computer Internet Traffic – October 2011 |
|||
| Mobile | Tablet | Other | |
| Argentina | 77.0% | 17.1% | 5.8% |
| Brazil | 56.0% | 39.9% | 4.1% |
| Chile | 78.8% | 15.7% | 5.6% |
| Colombia | 53.7% | 38.9% | 7.4% |
| Costa Rica | 63.9% | 27.1% | 8.9% |
| Ecuador | 58.0% | 30.0% | 12.0% |
| Mexico | 58.2% | 27.8% | 14.0% |
| Peru | 65.0% | 24.1% | 11.0% |
| Puerto Rico | 45.6% | 34.6% | 19.9% |
| Venezuela | 57.8% | 31.4% | 10. |
The report also found that Apple’s iOS dominated in driving non-computer traffic to the web among select Latin American countries. Apple’s mobile operating system accounted for the highest percentage of non-computer traffic in Colombia (64.3%); followed by Puerto Rico (63.7%); Brazil (60.6%); Chile (60.2%); and Mexico (60%).
The report noted that the figures were driven by media consumption among iPhone users combined with the iPad’s dominance in the tablet market. Google’s Android OS led in one of the included markets, Argentina, accounting for 33.1% of non-computer traffic.
| OS Share of Total Non-Computer Internet Traffic – October 2011 | |||||
| iOS | Android | Symbian | RIM | Other | |
| Argentina | 27.5% | 33.1% | 11.2% | 3.8% | 24.4% |
| Brazil | 60.6% | 19.6% | 5.1% | 0.7% | 14.1% |
| Chile | 60.2% | 24.3% | 4.5% | 3.3% | 7.7% |
| Colombia | 64.3% | 11.9% | 4.3% | 10.8% | 8.8% |
| Costa Rica | 51.9% | 11.9% | 12.0% | 1.0% | 23.2% |
| Ecuador | 58.0% | 14.1% | 8.0% | 7.8% | 12.0% |
| Mexico | 60.0% | 15.8% | 4.6% | 4.1% | 15.6% |
| Peru | 48.1% | 30.3% | 6.5% | 2.6% | 12.5% |
| Puerto Rico | 63.7% | 28.4% | 0.3% | 1.2% | 6.5% |
| Venezuela | 47.4% | 15.5% | 4.4% | 14.2% | 18.5% |
