News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Websites receive more traffic from tablets than smartphones
The most recent Adobe Digital Index, released today, reveals that websites around the globe now receive more traffic from tablets than from smartphones.
After analyzing more than 100 billion visits to more than 1,000 websites, Adobe estimates that 8% of traffic now originates from tablets. Slightly less, 7%, comes from smartphones and the rest is attributed to desktop and laptop PCs.
The countries covered in Adobe's analysis were the U.S., U.K., Australia, Canada, China, Japan, France, and Germany. The biggest margin of difference between smartphone and tablet web traffic was found in the U.K. where 12.2% originated from tablets and 7.4 smartphones. In the US, the gap is narrower with 9.1% for tablets and 7.4% for smartphones.
"In Japan and China, however, smartphones remain the mobile browsing device of choice," writes Adobe manager and primary analyst on the Digital Index, Tyler White. "This is not surprising given the smartphone capabilities that have existed in Japan for years and the high costs of tablets and high speed mobile access in China."
The reason for tablet traffic exceeding smartphones is simple - people prefer to use the larger mobile device for more in-depth browsing. Consequently they are more valuable in terms of ecommerce and engagement. Adobe found that tablet users visit 70% more pages on a website than smartphone users and spend more per transaction.
- Study: Smartphone viewers more likely to click
- Ad Roundup: Releases for social data, site understanding
- Best practices for a solid omnichannel strategy
- Five-fold YoY growth in contactless payment use in UK
- Marketing spend on social to rise from 11% to a quarter of budget
- Checking email chews up 6.3 hours per day
- Study: Content, page loads reduce brand trust
- Study: Personalization key for email engagement
Featured White Papers
- 7 Trends Impacting How We Use Digital Assets
Download this new Adobe white paper to discover the seven trends impacting how digital marketers create, manage, deliver, and optimize...
- The Retail Marketer's 2015 Holiday Playbook
Download this ebook to learn how to increase Average Order Value, drive last minute purchases, increase sales, extend in-store shopping...
- 3 Tactics to Increase Influence on Your Consumer's Complex Path to Purchase
Consumers are No Longer Predictable, and their Path to Purchase is No Longer Linear......
- What Your Website and a Great Book Should Have in Common
With real-time personalization, your website can share many of the same characteristics of a best-selling novel - including the ability...