Adobe: Tablets now drive more traffic to websites than smartphones

Adobe: Tablets now drive more traffic to websites than smartphones

Summary: Based on new figures from Adobe, tablets are where the money is when it comes to digital marketing.


SALT LAKE CITY -- Tablets began driving more traffic to websites than smartphones for the first time, starting last month, according to Adobe.

Published amid the 2013 Adobe Summit this week, the software provider attributed this shift primarily to the device's form factor, which lends itself to leisurely (and more comfortable) browsing than smaller touch devices.

There are a few immediate takeaway points here, starting with the simple conclusion that tablets and smartphones are two different animals. Based on consumer use cases, one does not replace the other because mobile device owners are using tablets and smartphones to accomplish different tasks.

For reference, the report is based upon data from the Adobe Digital Index, which analyzed 100 billion visits to more than 1,000 websites worldwide over the last year.

To get a better idea, Adobe hinted that consumers are more likely to use smartphones to stream music or quickly check bank statements, while tablets are prime for shopping.

For example, Adobe found that 13.5 percent of all online sales were transacted via tablets during the recent holiday season.

Furthermore, as of January 2012, researchers found that consumers using tablets spent 54 percent more time per online order than their counterparts on smartphones, and 19 percent more than desktop/laptop users.


The department that should really be paying attention here is marketing, because when it comes to digital advertising and marketing -- especially for anything related to e-commerce -- this is where the money is.

But aside from just comprehending the differences in form factors, Adobe acknowledged there are more challenges afloat:

Google has just announced that it will lump tablet searches in with desk­top searches, but the lat­est tablets not only look like large smart­phones, they have now adopted the most fun­da­men­tal of smart­phone capabilities—the abil­ity to make phone calls. Mar­keters can’t rely on screen size any­more to deter­mine and deliver the moat appro­pri­ate expe­ri­ence. They’ll need to pay atten­tion to con­nec­tion type (wifi vs cel­lu­lar), and refer­ral source along with form fac­tor to pri­or­i­tize which options to offer the user.

Charts via The Adobe Digital Marketing Blog

More coverage from the 2013 Adobe Summit on ZDNet:

Topics: CXO, E-Commerce, Mobility, Tablets, Social Enterprise

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  • safest

    in tablets people feel safer to shop, unlike windows PC
    Henrique Dourado
    • Except PC's web traffic blows both away

      Time to get a brain, no?
    • Ironic

      Smartphones don't have firewalls by default, if Apple keeps MacOS's firewall turned off by default you can bet real money that iOS - assuming it has even a hamster running in a wheel as a security means - will keep it disabled by default too.

      Ditto for anti-malware -- pwn2own also hacked an unjailbroken iphone's sms database in seconds, and itunes has been hacked several times.

      NO PLATFORM IS SECURE and mobile is not going to be a safer venue.

      Whatever. This is the system people seem to want - I wouldn't fight it. It's more fun to laugh at them. Not really, but if I had a choice in the matter...
      • Re: Smartphones don't have firewalls by default

        On Android, apps that want network access have to declare that in their manifest.
  • The way we consume the internet is changing

    Thanks Rachel, I wanted to make sure you were given some credit back for the source of this article I wrote: - I'll mention you on G+
    The information is relevant to our users and may help them determine how to focus their efforts in building their websites. For example - do their customers make buying decisions while on the mobile device...