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Adobe: Tablet traffic will surpass smartphones' by 2013

15th May 2012
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Tablet devices are set to generate more web traffic than smartphones or personal computer by 2013 as consumers find tablets as engaging to browse the web as PCs, forecasts Adobe.

The firm’s latest Digital Index report found tablet’s share of website traffic is growing at over 300% and will account for one in every 10 website visits by 2014.

The report – which analysed 23bn visits to websites of over 325 brands across North America, Western Europe, and Asia-Pacific – also showed that tablet users spend significantly more time browsing websites than smartphone users.

According to the findings, engagement levels on tablets now rival that of PCs, and in certain areas such as France, UK and US, are slightly higher.

The rise of tablet website traffic and engagement levels are occurring despite a higher number of smartphones shipped shipped in North America and Western Europe from 2010 to 2011 than tablets, said the report.

But tablets are growing rapidly – increasing more than 300% in the last year – which is attributable to higher rates of tablet shipments and a disproportionately higher number of website visits per tablet than smartphones.

While apps are important to mobile strategy, the findings show companies would benefit from investing in optimizing mobile web pages for the growing tablet demographic, said Adobe.   

Brad Rencher, SVP and GM at Adobe Digital Marketing Business, said: “As businesses rethink their digital experiences to include mobile strategies, tablets are emerging as the consumer device of choice. Digital CMOs are wise to take a mobile first approach to optimise their digital content and marketing initiatives with a focus on the tablet experience because the consumer demands it.”


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