Warc Blog

Tablet traffic overtakes smartphones

13 March 2013
NEW YORK: Tablets now generate a higher volume of website traffic than smartphones, a multimarket study has revealed.

Adobe, the software group, assessed 100bn visits to over 1,000 websites across the globe, and found 8% of monthly pages views were attributable to devices like the iPad and Kindle Fire.

Smartphones, by contrast, logged 7%, marking the first time these gadgets lagged behind tablets on this metric. Desktop and laptop computers still dominated overall, with an 84% share.

Tyler White an analyst at Adobe, said: "Smartphones remain much more common, but the tablet form factor makes it ideal for browsing."

Breaking down different usage patterns more specifically, the report revealed the number of pages accessed by internet users is 70% greater on average when comparing tablets with smartphones.

The share registered by tablets peaked in the UK on 12.2% and the US on 9.1%, where smartphones were responsible for 7.4% of activity in both cases. Canada posted 8.7% and 6.8% on these terms respectively.

Similarly, tablets had the lead role in France, delivering a score of 6.1%, measured against the 3.5% recorded by smartphones. Germany secured 5.7% and 4.3% in turn here.

Smartphones enjoyed their best performance in Japan, with 9.2% of traffic, versus 7.4% for tablets. Such readings stood at 3.1% and 5.9% in China.

Looking at commercial activities, tablets led the usage charts for the retail and auto sectors, while smartphones held the advantage in industries like financial services and media.

"We know that the larger form factor of tablets makes them ideal for couch shopping. The data bears this out as retail websites receive the highest share of tablet traffic across all industries," said White.

"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."

Data sourced from Adobe; additional content by Warc staff

 
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