This article fails to emphasize that the study focuses SOLELY on sites using the Onswipe platform.... Onswipe states that sites using its platform are optimized only for the iPad (their original focus), iPhone (recent), Nexus 7 and Kindle Fire (also recent, and two much newer devices).
Any other mobile device which visits an Onswipe site, per this link from Onswipe (http://support.onswipe.com/customer/portal/articles/736304-supported-devices
), visitors on any other mobile device are redirected back to the desktop version of the OnSwipe-enabled site. Evidently there isn't a responsive layout on these sites anymore.
I used my stable of devices (laptop, iPhone 4s, iPad2, Galaxy Note) to see what it was like visiting some Onswipe-enabled sites. Onswipe doesn't list its clients, nor the sites used in the study. http://trends.builtwith.com/topsites/onswipe
lists a few that supposedly use Onswipe. In each case, Onswipe sites dumped the Note back to the desktop site. Www. elite.com dumped my iPhone back to the desktop site as well. Evidently the site has to be upgraded to support the newer devices. With no other mobile layout available, content does not reflow on a screen. I'm back to "enlarge to get it to where I can read it, then scroll like mad horizontally."
How long do you think I'll spend on these sites if I'm not on the iPad? Let alone try to click on an ad or buy something?
Even when optimized for the iPhone, it's not the best on that device. One story fills an entire screen, and there is no quick overview of the site available, no main menu available. Ads appear briefly at the bottom of stories. Again, not surprising, I am not likely to spend much time on that site.
Basically, Onswipe knocks sites back to the pre-mobile days for anyone not on an iPad. Not surprising that those sites get mostly traffic from...iPads.
I can't find a copy of the study, and so we don't know what sites were used. Onswipe does not list its clients on its own site, other than one case study for Cycleworld. Some search showed some: not unknowns, but not "biggies": geek.com; extremetech.com. Rawstory.com; elitedaily.com, alternet.org, marieclaire.com. These aren't the heavy hitters of the web, folks.
This is not a study comparing web traffic of mobile devices across a representative selection of websites, optimized for all platforms. Instead, it shows that mobile devices visiting a site which does not offer them a mobile experience don't linger longer. As Onswipe makes a living by persuading online content publishers to use its product (it was originally for online magazines, newssites, and bloggers), one might suspect they designed the study to "prove" to potential clients that they won't miss out on much traffic if they go with Onswipe.
I'd look at other sources for data about mobile browsing.