New research has revealed that tablets have now overtaken smartphones to become the primary device for mobile browsing.
Adobe analysed more than 100bn visits to 1,000+ websites and found that 8% of total global traffic share come from tablets, compared to 7% from smartphones; the remaining 84% came from desktop or laptop computers.
According to the report, tablets drive more traffic because internet users prefer them for more in depth visits such as surfing the web, engaging with video, or shopping online. Consumers were shown to mainly use tablets for retail and ecommerce related activities whilst telecom provider websites experienced the largest share of traffic from smartphones as consumers check and pay their phone bills.
In terms of variance by region, the research showed that all tablet traffic growth has been consistent through 2012 with all countries seeing their share of traffic from tablets double over the course of last year. Tablet traffic is highest in the UK, followed by the US, Canada and Australia.
So what do the findings mean for marketers?
“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
“The data shows that tablet use is only increasing, but is form factor what really matters most? Phones are getting bigger, tablets are getting smaller. Google has just announced that it will lump tablet searches in with desktop searches, but the latest tablets not only look like large smartphones, they have now adopted the most fundamental of smartphone capabilities—the ability to make phone calls.
“Marketers can’t rely on screen size anymore to determine and deliver the most appropriate experience. They’ll need to pay attention to connection type (wifi vs cellular), and referral source along with form factor to prioritize which options to offer the user,” said Adobe.