PCs Still Main Platform for Online Newspaper Reading, SayscomScore

About 90 to 98 percent of online newspaper reading, across countries, still happens on PCs, comScore reports. Between one and seven percent of newspaper reading occurs on mobile phones. Though tablets are heavily used for content consumption, tablets do not yet represent much newspaper reading activity, ranging from nearly zero to less than two percent of total online newspaper reading, says comScore.

Of course, media executives have high hopes for tablets as a device that could spur heavier online readership, especially paid readership.

The iPad is currently the dominant tablet device across all geographies, contributing more than 89 percent of tablet traffic across all markets. The iPad’s contribution to total non-computer device traffic is highest in Canada (33.5 percent). Brazil has the second highest non-computer device share of traffic coming from the iPad at 31.8 percent, although non-computer devices account for less than 1 percent of total traffic in the country. In Singapore, where non-computer devices comprise nearly 6 percent of total traffic, the iPad accounts for 26.2 percent of this traffic.

Newspaper Site Category Traffic by Geography and Device Type May 2011 Multi-Country Report for Selected Countries Source: comScore Device Essentials
	Computer	Mobile	Tablet	Other	Non-Computer Traffic Newspaper Category Index*
UK	90.2%	7.4%	1.9%	0.5%	184
Singapore	91.2%	5.8%	2.8%	0.2%	149
Japan	93.0%	5.2%	1.4%	0.3%	151
U.S.	93.3%	4.6%	1.8%	0.3%	108
Australia	94.6%	3.4%	1.9%	0.2%	126
Chile	95.4%	3.9%	0.4%	0.3%	226
Canada	95.5%	2.2%	1.9%	0.4%	131
Spain	96.3%	2.4%	1.2%	0.1%	163
India	96.9%	2.9%	0.2%	0.0%	94
France	97.7%	1.1%	1.1%	0.1%	159
Brazil	98.1%	1.0%	0.8%	0.1%	316
Germany	98.1%	1.1%	0.7%	0.1%	117
Argentina	98.6%	1.0%	0.3%	0.1%	124

*Non-Computer Device Traffic Newspaper Category Index = Share of Non-PC Traffic for Newspaper
Category / Share of Non-PC Traffic for Total Internet x 100. Index of 100 indicates average representation.

Device Essentials Measures Digital Traffic from All Devices