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.
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.