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"Smartphones and tablets \u2014 particularly the iPad \u2014 are becoming an increasingly significant source of web traffic in the U.S.\nAccording to web analytics firm comScore, smartphones and tablets accounted for 6.8% of all web traffic in the U.S. in August.\nApproximately two-thirds of that 6.8% came from mobile phones, while the remaining third came from tablet devices. The iPad dominated the latter category, accounting for 97.2% of tablet traffic.\nThe iPad is driving more web traffic than the iPhone, accounting for 46.8% of all traffic originating from iOS devices in August, compared to the iPhone's 42.6% share. iOS's total share of U.S. mobile web traffic in August was 58.5%.\nTablet ownership continues to be prevalent among young, wealthy males. ComScore found that 54.7% of tablet owners using the web in August were male, and nearly a third were between ages 25 and 34. Almost half were members of households that earned more than $100,000 per year.\nAnd what are tablet owners using their devices for? Nearly 60% are accessing social networking sites and consuming news on their devices. Approximately 25% are reading news on those devices on a near-daily basis.\nShopping is also a popular pastime. In August, 56% of tablet owners looked up product or price information from a specific store, and 54% read customer ratings and reviews. Nearly half of tablet owners actually completed a purchase on the device.\ncomScore cites the growing availability of Wi-Fi and mobile broadband adoption as the two primary drivers of increased traffic from mobile and tablet devices in the U.S. More than a third of mobile phone traffic in August occurred over a Wi-Fi network, up 3% from the previous three months. Ninety percent of tablet browsing was done on Wi-Fi.\ncomScore estimates that 116 million U.S. residents use mobile media \u2014 that is, those who browse the web, access apps or download content using mobile devices \u2014 up nearly a fifth from the previous year.\nImage courtesy of Flickr, Wooly Matt"^^<http://www.w3.org/2001/XMLSchema#string>
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