Companies utilizing mobile marketing may be well advised to cater their strategies to the iPad, as a new study from comScore found that Apple's device accounts for 97 percent of tablet traffic in the United States.
The figures were revealed alongside the launch of the market research firm's new Device Essentials service, which comScore will use to monitor web traffic based on devices, including computers, smartphones, media players and tablets.
According to comScore, Device Essentials can “provide critical insight into traffic patterns,” which, in turn, could enable businesses to optimize their online marketing strategies.
Overall, media tablets account for 1.8 percent of all internet traffic in the United States, comScore found, trailing both computers and mobile phones, which represented 93.3 percent and 4.6 percent of traffic, respectively.
Also likely to factor into mobile marketing strategies is the amount of time consumers spend interacting with the mobile devices. As a recent study from Flurry Analytics discovered, both time spent browsing the mobile web and accessing apps are on the rise – a trend that could have a significant impact on the way SEO campaigns are catered to mobile users.