Nearly 7 per cent of the total digital traffic in the country is driven by smarphones and tablets, says comScore. Apple is the still the market leader with its iOS present on 43.1 per cent of mobile devices. Google’s Android is a close second with a 34.1 per cent installed base. RIM occupies the fourth slot with a 15.4 penetration. Other players account for the rest. This hierarchy is reiterated in the operating system market share based on digital traffic brought in by browser-based page views.

Tablet users here display the characteristics of early technology adopters, young males in upper income brackets. While nearly half of tablet owners made or completed a purchase on their tablet, some three out of five tablet owners consume news on their tablets, says comScore.