The total share of Web traffic attributed to tablets has grown by over 300% in the last year. This is according to the findings of the Adobe Digital Index report, which was released at the company's digital marketing summit for EMEA yesterday.
The report examines how global Web traffic and engagement differs when accessed from different devices such as tablets, smartphones and PCs. The research involved the analysis of 23 billion visits (from 23 different countries) to Web sites of 325 US companies.
If the current growth rate continues, tablets are expected to generate more Web traffic than smartphones by early 2013 - accounting for 10% of all Web traffic by 2014. PCs are still king though when it comes to visiting Web sites, as findings show PC users visit sites three times as frequently as tablet users.
strategy, companies would be well served to invest in optimising mobile Web pages for the growing and affluent tablet demographic,” says Adobe.
According to the report, the share of Web site visits from tablets grew 10 times faster than the rate for smartphones in the first two years after market introduction.
“This rapid growth is driven by both higher rates of tablet shipments and a disproportionately higher number of Web site visits per tablet than smartphones.”
Adobe senior VP and GM of digital marketing business, Brad Rencher, says digital chief marketing officers would be wise to take a mobile first approach to optimise their digital content with a focus on the tablet experience, “because the consumer demands it”.
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