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Marketers, is your website tablet-optimised?

25th Apr 2013
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In just three years, tablets have overtaken smartphones in the amount of traffic they drive with smartphone users now viewing 70% more pages per visit than when browsing on a tablet.

According to Adobe’s 2013 State of Mobile Bench­mark Report, which analyse 150 bil­lion vis­its to 1,500+ web­sites worldwide, consumers’ preferences for tablets versus smartphones vary depending on the type of site they’re visiting. Retail and e-commerce sites, which receive the most amount of traffic, tend to get the majority of their visitors from tablet users.

Tyler White, manager and primary analyst working on Adobe Digital Index, said in a blog post: “Con­sumers all over the world are try­ing out their tablets for the first time and it only takes one bad web­site expe­ri­ence for them to decide to go else­where. A smart­phone opti­mized site is not the same as a tablet opti­mized site. Mar­keters should keep in mind that con­sumers use their var­i­ous mobile devices dif­fer­ently.”

In terms of traffic share by country, the research revealed internet users in Western countries have adopted tablets rapidly, while their counterparts in Asia prefer to browse via smartphone. However, despite the vari­ance by region, tablet traf­fic growth has been con­sis­tent through 2012 with all coun­tries experiencing a double in tablet traf­fic last year – a trend that is expected to con­tinue through 2013. 

So how are mobile-ready consumers engaging with brands via their devices? Consumers are more likely to reach for their tablet when researching and making purchasing whilst smartphones are more so used for quick references like price checks and finding store locations.   

Additionally, the research revealed that mobile video consumption has continuously tripled year-after-year and now accounts for over 10% of total digital video stats.

Social media engagement is also on the increase with mobile consumers. One third of all likes on Facebook now occur on a mobile device, the figures showed.

The findings support research out earlier this week showed that shoppers are increasingly turning to their tablet to research products and services with tablet search increasing 198% compared with 66% growth on smartphone devices.


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