Adobe Digital Index Shows Tablet Website Traffic Ahead of Smartphones
The Adobe Digital Index indicates that for the first time, Website visitors are using tablets more often than smartphones to view content, Adobe said.SALT LAKE CITY—Adobe said more Web users are employing tablets than smartphones to visit Websites, view content and conduct commerce online, and companies might be more inclined to optimize tablet content to provide for a more engaging Website experience. At its Adobe Summit 2013 here, Adobe released the latest information from its Adobe Digital Index, which showed tablet use on the rise. After analyzing more than 100 billion visits to 1,000-plus Websites worldwide, Adobe Digital Index has discovered that global Websites are now getting more traffic from tablets than smartphones, 8 percent and 7 percent of monthly page views, respectively, Tyler White, a manager and primary analyst working on Adobe Digital Index, wrote in a blog post. "Pretty impressive for a device category that was introduced less than three years ago," he said. Adobe's White focuses on driving insight through aggregate analysis of the data from across the company's Digital Marketing Cloud to understand emerging trends and provide advice to data-driven companies. In short, he is a big-data wrangler.
White said Adobe has been keeping a close eye on how quickly tablets have taken off. "Just a year ago in January we uncovered that visitors using tablets spend 54 percent more per online order than their counterparts on smartphones, and 19 percent more than desktop/laptop users," he said. "During the past holiday-shopping season, we saw that 13.5 percent of all online sales were transacted via tablets. And last month before the Super Bowl, we 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 e-commerce and engagement, tablets have also become the primary device for mobile browsing."