Smartphone Share: Another Look At Devices Vs. Web Traffic

The headline of today’s Chitika North American smartphone usage report is that Windows Phone has finally and firmly established itself as the number three operating system. It now has the third-largest share of web traffic among mobile OSs in North America.

Chitika smartphone traffic

According to Chitika’s examination of “hundreds of millions of US and Canadian smartphone-based online ad impressions” in Q1, Windows Phones are generating about 1 percent of North American mobile web traffic. The moribund BlackBerry now drives less than 1 percent.

Windows Phones’ share of web traffic is flat however. So while Microsoft can celebrate being number three, it’s a very distant and flat third.

The ad network also reported the relative shares of Android and the iPhone. In the combined North American market Android smartphones generate 44.5 percent of mobile web traffic and the iPhone is responsible for 53 percent.

ComScore’s most recent smartphone report shows Android with a 52.2 percent device market share and the iPhone with 41.4 percent. Windows Phone comes in at number three with 3.3 percent of devices in the US smartphone market.

Chitika mobile traffic

The Chitika traffic and comScore device numbers are almost mirror opposites of one another. Android has more devices but generates less traffic; the iPhone drives more traffic but has fewer devices.

StatCounter data show a slightly tighter smartphone traffic race between Android and the iPhone than does Chitika. However when iPad-traffic is factored in the gap between the two operating systems widens:

North America (smartphone only)

  • iPhone:  percent: 50 percent
  • Android: 43 percent
  • Windows Phone: 2 percent

North America (including tablets)

  • iPhone:  percent: 58 percent
  • Android: 35 percent
  • Windows Phone: 1 percent

United States (smartphone only)

  • iPhone:  52 percent
  • Android: 41 percent
  • Windows Phone: 2 percent

United States (including tablets)

  • iPhone:  percent: 60 percent
  • Android: 34 percent
  • Windows Phone: 1 percent

Related Topics: Channel: Mobile Marketing | Statistics: Market Share | Statistics: Mobile Marketing | Statistics: Popularity & Usage | Top News


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

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