Consumers used over 5,000 different devices to access the web in Q3 of 2014, research from Netbiscuits found, but the Apple iPhone 5S drove 13 per cent of all traffic.
The Netbiscuits Web Trends report for Q3 2014, based on data from Netbiscuits Mobile Analytics, with an average sample of almost one billion page impressions per month, found that there was a 23 per cent increase in unique devices being used.
The top five mobile devices being used represented 39 per cent of all traffic, falling from 46 per cent in Q2.
In the tablet sector, Android came out top, accounting for 38 per cent of total global tablet traffic. Netbiscuits predicted that Android will overtake iOS as the leading operating system in the base of tablets by end of March 2015, when it will reach 51 per cent of the base of devices.
Daniel Weisbeck, chief executive at Netbiscuits, said: “The rise of more varied devices presents both a problem and an opportunity for marketers. It means that more care is needed to identify bounce and conversion differences by device type, as experiences vary tremendously.
“The days of focusing on simply the top five devices accessing your website are gone. Given that we are living in a multi-channel world, where consumers are using traditional web as well as a seemingly endless array of mobile devices, marketers have to go back to basics and get a very clear picture of how their customers behave based on both device and contextual factors.”
It was also found that there was an uptake in use of phablets, with 14 per cent of all web traffic coming from this style of device.
The uptake of phablets has been greatest in markets where the device is being used as a primary access point for the internet. This is especially true in Asia, as revealed by a recent Google survey and is reflected in Netbiscuits traffic.