Night owls read news on tablets, as mobile overtakes computer for at-home browsing
A new report from comScore shows nearly three out of five tablet owners (58 percent) consume news on their tablets at least occasionally. Twenty-two percent do so almost daily.
The report also breaks down the times of day people are most active on different devices. The patterns largely confirm conventional wisdom, but the illustration is helpful nonetheless. Smartphone and tablet browsing spike early, about 8 a.m., as people awaken. Computer traffic peaks slightly later, around 9 a.m. After that, however, the patterns diverge.
- Computer traffic stays strong through the morning, peaks again at lunch time, and falls sharply in the evening.
- Tablet traffic sags through the afternoon, but surges to its highest point from about 8 p.m. to midnight (notably, tablets account for more news traffic than either computers or smartphones during that period).
- Smartphone traffic is remarkably even throughout the day. This seems to be because people carry them at all times and use them for a variety of brief tasks wherever they are.
We also learn that the iPad is a powerful Web browsing device. Despite the fact that iPhones outsold iPads 20.3 million to 9.25 million in Apple's most recent quarter, and they have been on sale nearly three years longer, iPads account for more Web traffic than iPhones. Tablets also account for nearly 2 percent of all digital traffic in the U.S.
ComScore estimates how much mobile and tablet audiences add to the total audience reach at five major U.S. newspapers. Smartphones and tablets add between 7.6 percent (New York Times) and 11.2 percent (Los Angeles Times) to the audiences already reached through traditional home or work computers.
Read more of the 33-page report on comScore's website.