Non-computer devices — including mobile phones, tablets, and other connected gadgets — accounted for 5.9 percent of all web browsing activity traffic generated in Puerto Rico in October 2011, according to the latest report released Thursday by reputable digital world analyst firm comScore.
The result for the month placed the island ahead of nine other countries throughout Latin America, validating industry assertions that Puerto Rico wireless consumers are demanding more broadband capacity through their smart devices.
“Consumers’ digital media consumption is rapidly expanding to multiple devices as a growing number of Latin Americans stay connected though smartphones and tablets,” said Alejandro Fosk, comScore senior vice president for Latin America. “Understanding how these multiple platforms influence consumers’ media consumption habits should be at the top of marketers’, advertisers’ and publishers’ 2012 planning lists, because the new realities of the multiplatform digital environment will only become more disruptive over time.”
Puerto Rico’s traffic consumption headed the list composed by Costa Rica, Chile, Mexico, Colombia, Ecuador, Argentina, Peru, Venezuela and Brazil.
When looking exclusively at non-computer traffic, different countries in Latin America exhibited varying mixes of traffic coming from mobile, tablets and other connected devices. In Chile, mobile phones accounted for 78.8 percent of non-computer Internet traffic, the highest percentage of mobile traffic among the markets included in the study. Argentina followed with 77.0 percent of its non-computer Internet traffic occurring on mobile phones in October.
Puerto Rico ranked ninth on the list, which revealed that 45.6 percent of the island’s non-computer Internet traffic came from smartphones.
Brazil had the highest share of non-computer traffic coming from tablets, which accounted for 39.9 percent of all non-computer page views. In Colombia, tablets accounted for 38.9 percent, while in Puerto Rico they drove 34.6 percent of non-computer traffic.
The study also showed that when looking at the operating system share of non-computer traffic among the selected Latin American markets, Apple’s iOS led the way in the wide majority of countries, with its iPad and iPhone devices. Apple accounted for 63.7 percent of non-computer traffic generated in Puerto Rico, while Android devices accounted for 28.4 percent of the total.