Brazilian non-computer device traffic in August accounts for 1% all Internet page views, up from 0.6% in May; mobile phones account for 59.8% non-computer traffic, tablets at 36.5%: comScore
October 7, 2011
– comScore, Inc. (NASDAQ: SCOR), 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 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: http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/Device_Essentials_Insights_on_Digital_Traffic_Worldwide
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit www.comscore.com/companyinfo.