A recent study by Adobe has revealed that tablet traffic has grown 10 times faster than smartphone traffic, highlighting the two as distinct mediums with different benefits and ever changing levels of popularity.
The information came from Adobe’s Digital Index report, which emphasised the switch in consumer preference from smartphones to tablets. The data showed that the share of website visits from tablets grew more than 300% over the last twelve months, and it is expected to continue to increase.
It is estimated that the percentage of traffic coming from tablets will exceed that of smartphones by early 2013, and will account for 10% of total website traffic by 2014.
Findings from the initial Adobe Digital Index report, conducted in 2011, showed that tablet users spent more per purchase than any other online customers. This data demonstrates the growing importance of tablets as a channel of engagement, through which businesses can connect with their consumers.
It is becoming increasingly important for companies to optimise their web pages for tablet technology, to ensure that their site is accessible to the increasingly high proportion of the target market using them.
As Brad Rencher, senior vice president and general manager of Digital Marketing Business at Adobe, commented, “As businesses rethink their digital experiences to include mobile strategies, tablets are emerging as the consumer device of choice”.