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iOS Still Leads in Smartphone, Tablet Internet Traffic in the UK

UK leads other countries in share of iOS traffic

May 6, 2013 | Mobile

On both tablets and smartphones, Android continues to gain market share and chip away at Apple’s position. According to eMarketer, iPad users will decline from a 59% share this year to 40% in 2017, as lower-priced tablets, including those running Google’s operating system, become more popular. And on smartphones, Android is already ahead, and set to account for nearly 50% of users this year, compared with iOS’s 28% share.

But despite Android’s growing position, both tablet and smartphone internet traffic still substantially favor Apple’s operating system, according to Adobe.

Adobe found that on tablets, 84% of internet traffic went to iOS devices in February 2013. That was a greater percentage of tablet traffic slanted toward Apple than in the other countries studied by Adobe—Germany, China, the US, France and Japan.

Tablet Internet Traffic in Select Countries, by OS, Feb 2013 (% of visits)

On smartphones as well, iOS maintained a majority share of internet traffic, despite having already lost dominance among users: 53.5% of UK smartphone internet traffic came from iOS devices, vs. 37.2% from Android. Again, this put iOS’s share of UK smartphone internet traffic ahead of all other countries studied.

Smartphone Internet Traffic in Select Countries, by OS, Feb 2013 (% of visits)

The data suggests that while Android will continue to grab share away from Apple, users of devices running the different operating systems have varying levels of mobile engagement. With Android phones and tablets in more users’ hand, Google’s share of mobile internet traffic will continue to rise, but for now at least, Apple is maintaining its lead by a good margin.

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