Smartphones and tablets are responsible for 7 percent of all web traffic in the United States, market research firm comScore said in recently published research.
According to comScore, smartphones account for about two-thirds of all mobile web use. Increasing adoption of tablets may cause shifts in mobile web access next year.
In general, web access is changing rapidly as new devices are manufactured and consumers rely more heavily on the web. With WiFi availability increasing, mobile users hampered by data limits can browse the web and conduct other tasks without worrying about greater charges.
For marketers, growing mobile use places a premium on boosting a web presence in the next couple years. Marketing channels, such as as social media and SEO, will become more valuable as people spend more time on the web, as will local optimization.
“The popularization of smartphones and the introduction of tablets and other web-enabled devices – collectively termed ‘connected devices’ – have contributed to an explosion in digital media consumption. 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.” Mark Donovan, comScore senior vice president of mobile, said in a release. “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.”
Brafton reported last month that marketers are working to optimize their websites for the mobile web to prepare for the eventual tipping point in terms of mobile use and desktop use. IDC’s latest research suggests that mobile internet access will likely dominate by 2015.