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Big Surprise: Tablets Surpass Smartphones For Website Traffic in February

Adobe Reports That Tablet Based Website Traffic Surpassed Smartphone Based Traffic in February 2013


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Tablet usage is growing at an impressive speed, with traffic from tablet devices doubling over the past year, according to new data from Adobe's Digital Index.


Surprisingly, tablets surpassed smartphones for the first time in February 2013, when looking at global traffic share.


Adobe looked at more than 100 billion visits to more than 1,000 websites worldwide, and found that 8% of visits came from tablets in February, slightly more than the 7% of visits that came from smartphones.


Smartphones continue to be more common among consumers, but tablets offer a better format for browsing, shopping, and engaging with content, and a more in-depth experience overall.

Adobe found that tablet users visit 70% more pages per visit while using a tablet compared with a smartphone.


Adobe found that, in every country analyzed, traffic from tablets doubled between January 2012 and January 2013. The U.K. saw the most tablet usage, with 12.2% of traffic share. In the U.S., tablet share was 9.1%, while China saw the least amount of traffic from tablets, at 3.1%.


This increase in tablet usage and interest is backed up by data from mobile advertising and data platform Millennial Media.

Millennial announced new tablet-specific rich media features because tablet impressions on its network have grown so much. In 2011, 15% of impressions on its platform came from tablets or e-readers, and that rose to 20% of total impressions in 2012.


Additionally, mobile ad network Mojiva, which has a tablet-specific ad network Mojiva Tab, reported there were 31 billion tablet ad requests in 2012, a 600% increase over 2011.

"Consumers all over the world are trying out their tablets for the first time and it only takes one bad website experience for them to decide to go elsewhere,"

...wrote Tyler White, manager and primary analyst for Adobe Digital Index, in a blog post about the new Adobe data. White went on to say:

"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."



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Tags: 2013, Adobe, February, Reports, Smartphone, Surpassed, Tablet, Traffic, Website


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Comment by Alexander Lau on March 15, 2013 at 8:18am


Comment by Tom Gorham on March 15, 2013 at 8:16am

Comment by Alexander Lau on March 15, 2013 at 8:06am

He he, a little Photoshop magic. HTC owowowoowowowowow.... flipped.

Comment by Tom Gorham on March 15, 2013 at 8:04am


Comment by Alexander Lau on March 15, 2013 at 5:46am

Comment by Alexander Lau on March 15, 2013 at 5:43am

Ahhh Tom, an S3 man, good call. I only have the HTC because I got a good deal on it at an AT&T Store. Haaaaaaaaa in reference to living with Chinese people. I could see that one. ;-)

Comment by Tom Gorham on March 14, 2013 at 4:40pm

BTW, a great article to read about Samsung is on ZDNet: Samsung and Android: The next Wintel or destined for divorce?  Your HTC is mentioned as a contender.

Comment by Tom Gorham on March 14, 2013 at 4:19pm

Alexander, I love the watch.  And have been reading everything I can about Galaxy S4.  I'm still in love with my S3 so I don't know if I can part with it...  But S4 is rumored to have eye tracking capabilites that can turn a page or scroll based on eye movement.  It will be interesting to see.

Note:  China becomes less of an enigma when you live with 4 native Chinese people like I do.  I'm the only one in the house that doesn't speak Chinese.  :-0

Comment by Alexander Lau on March 14, 2013 at 8:17am

BTW, totally psyched for the Samsung Galaxy S4:

Comment by Alexander Lau on March 14, 2013 at 6:41am

I don't disagree with you, if that makes sense. Ha ha, we can agree to disagree :-). I've been mostly proven wrong in my product assessments over the years. I never figured the iPod would catch on or iPhones would compete with the likes of Nokia and Ericsson. IMO, Samsung puts out a better product. Again, not exactly a fan of Apple (hipster, hoity-toity mentality in a lot of ways). I do just fine with my Dell PC and HTC phone (practical).

As far as the EU and Africa, yes wild times in my 20's. Wouldn't do it again, was kind of stupid in a lot of ways, but definitely eye-opening. China is an enigma. They're going full-tilt over resources in Africa. Here's a nice program dedicated to it: China-Africa Project. Great podcast.

Wearable computers are an awesome idea. I have a watch that connects my iPod called the Lunatik, see photo below. I'm not sure what Google has stored in terms of affordable pricing for Google Glass.

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