Tablets Overtaking Smartphones in Web Page Views – Adobe Digital Index
According to Adobe’s latest Digital Index which has tracked 100 billion+ visits on over 1,000 websites worldwide, between June 2007 and now. It compares which device types are driving the most page views. The included markets were: the U.K, U.S., China, Canada, Australia, Japan, France and Germany. While the difference between tablet and smartphone traffic is not substantial, tablets accounted for 8% of the measured page views vs smartphones 7%. Considering the first iPad was launched in April of 2010, the growth in tablet page views is impressive.
Naturally, both mobile device types only account for a fraction of the total share of page views when compared to desktops/laptops which accounts for 84% of the page views (according to Adobe’s data). Both however are taking a growing share, and tablet growth is on an especially steep climb (as seen in the image below).
Adobe attributes the rise of tablet page views to how well-suited the form factor is for web browsing, the most obvious attribute being tablets significantly larger screen size compared to smartphones. On average, the index showed that Internet users view 70% more pages per visit when browsing with a tablet compared to a smartphone.
While there is a wide array of different activities across both tablets and smartphones, Adobe’s index indicates that online shopping is a particularly popular activity for tablet users. Retail websites receiving the lions share, while automotive, travel, and shopping websites also received a significant share as well.
According to what Adobe has said on their blog,
“We’ve been keeping a close eye on how quickly tablets have taken off. Just ayear ago in January we uncovered that visitors using tablets spend 54% more per online order than their counterparts on smartphones, and 19% more than desktop/laptop users. During the past holiday shopping season we saw that 13.5% of all online sales were transacted via tablets. And last month before the Super Bowlwe learned that online viewership via tablets doubles during big sporting events. Now we know that not only is tablet traffic more valuable in terms of ecommerce and engagement, tablets have also become the primary device for mobile browsing”
The UK actually leads for tablet page views with the US in 2nd.
All countries included in the index also saw their share of tablet traffic double over the course of 2012 — a trend Adobe expects to continue through 2013. Adding that some slight dips in tablet share in certain countries in November were down to PC traffic surging, rather than tablet page views dropping.
Kevin is an Online and Mobile Marketing Strategist who has worked with companies of all sizes over the last 6 years. You can follow Kevin on any of the social platforms below.
