People are moving from PCs to mobile platforms at increasing speed.

Aftenposten (Norway) noticed some revolutionary changes over the last 24 months.

People are moving from PCs to mobile platforms at increasing speed. Probably it is only a matter of time before smartphones and tablets will outperform the PC as the major platform for media consumption in Norway.

With 1,3 million unique visitors to its web site every week in a country of 4,5 million there is no reason to believe that the numbers from Aftenposten are not representative for the media market in Norway as a whole.

So let us compare which platforms people used to consume the news from Aftenposten in January 2012 with the same month two years ago.

 

Some conclusions

  • Visits from mobile platforms have increased from 3,7 % of the total in January 2010 to 30,5 % in January 2012 (23,9 % mobile phones, 6,6 % iPad).
  • Two years ago there were 26 times as many visits from PCs as from mobile phones.  Last month there were only 2,3 times as many visits from PCs as from mobile phones and tablets.
  • So far there are no signs that the new traffic from mobile phones and tablets have cannibalized the traffic from PCs.  Instead the mobile visits are coming on top of the visits already from PCs.
  • iPad is picking up quickly – and made a jump during the Christmas holiday. Almost seven per cent of the total visits to Aftenposten’s products now come from the iPad.

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