Tablets account for 8% of global web traffic and 9.1% of U.S. traffic, Adobe finds.
Bill Siwicki , Managing Editor, Mobile Commerce
8% of global web traffic stems from tablets, according to the Adobe Digital Index, which analyzed more than 100 billion visits in February to more than 1,000 web sites worldwide. This marks the first time, according to Adobe, that traffic from tablets surpassed traffic from smartphones, which accounted for 7% of global web traffic.
“Tablets drive more traffic because Internet users prefer them for more in-depth visits,” Adobe writes in its official blog. “Smartphones remain much more common, but the tablet form factor makes it ideal for browsing. Whether it be leisurely surfing the web, engaging with video or shopping online, on average Internet users view 70% more pages per visit when browsing with a tablet compared to a smartphone.”
At 10%, retail received the highest share of tablet traffic across all industries, Adobe says. The larger form factor of tablets makes them ideal for mobile commerce on the couch, Adobe says.
In the U.S., 9.1% of all web traffic stemmed from tablets while 7.4% came from smartphones, Adobe finds. Tablets dominate mobile web traffic in the U.K., where 12.2% of total web traffic stems from tablets and 7.4% comes from smartphones, Adobe says. In Canada, 8.7% of web traffic come from tablets and 6.8% from smartphones. In France, 6.1% comes from tablets and 3.5% from smartphones. And in Germany, 5.7% from tablets and 4.3% from smartphones.
Smartphones maintain their lead over tablets in Australia, Japan and China, Adobe says. In Australia, 7.8% of web traffic comes from smartphones and 7.7% come from tablets, Adobe finds. In Japan, 9.2% comes from smartphones and 7.4% from tablets. And in China 5.9% stems from smartphones and 3.1% from tablets.
Despite the variance by region, tablet traffic growth has been consistent through 2012, Adobe says. All countries saw their share of traffic from tablets double over the course of the last year, and that trend is expected to continue through 2013, Adobe says.
“Consumers all over the world are trying out their tablets for the first time and it only takes one bad web site experience for them to decide to go elsewhere,” Adobe writes. “Consumers might turn to their phone to check their bank statement or to stream music, but use their tablet to shop for a new couch. They want more personalized experiences. When they opt for their tablet they aren’t just price comparing, they’re purchasing. They aren’t just watching a video clip, they’re exploring and engaging with content. They’ll be disappointed if they’re not able to take advantage of the smooth touch interface and awesome screen resolution of their new toy.”