More Users Browsing Web On Tablets: Adobe

by CXOtoday Staff    May 18, 2012

According to the Adobe Digital Index report, the share of website visits from tablet devices grew nearly 10 times faster than that of smartphones within two years of its market debut, and by over 300 percent in the last one year.

The report released at the recent Adobe Digital Marketing Summit examined how global website traffic and engagement differ when the visitor is on a tablet device, a smartphone or a PC. The Adobe findings predicted that tablet devices will continue to generate much more web traffic than smartphones in early 2013 and reach 10 percent of the total website traffic by 2014.

Adobe researchers believe that this rapid growth is driven by higher shipment of tablet devices in the recent past as well as a sharp rise in the number of website visits per tablet when compared to smartphones. Toward this end, the report noted that majority of the websites are not optimized for mobile use, and users often face difficulty viewing them on smartphones. In tablets, however, optimization is not a major issue, giving the latter the competitive advantage.

“As CIOs/IT managers are realigning their digital experiences to include mobile strategies in their business, tablets are emerging as the device of choice,” said Brad Rencher, Senior Vice President and General Manager - Digital Marketing Business, Adobe. He believes that digital CMOs are increasingly adopting a mobile first approach to optimize their digital content and marketing initiatives with a focus on the tablet experience owing to its high demand.

The report also noted that although businesses consider visiting websites on tablets to be nearly as engaging as that of PCs, the latter still remains a preferred choice to visit more websites and they do this at least three times as frequently as tablets.
This study is an extension of the findings from the initial Adobe Digital Index report on retail companies released in January this year, which suggested that in 2011 tablet users spent more on purchase than other online customers. The new report analyzed 23 billion visits to the websites of 325 companies across North America, Western Europe and Asian countries including China, India, South Korea, New Zealand, Singapore, Taiwan, and Thailand.