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Tue 12th Mar 2013

Tablets Beat Smartphones in Global Web Traffic


According to new research carried out by Adobe Digital Index, the average website is now getting more traffic from tablets than smartphones - 8% of monthly page views - as opposed to 7% for smartphones. This is despite the fact that smartphones are still far more prolific that tablets, which were only launched some 3 years ago. Delving behind the headline figures a bit further into the report brings up the fact that according to Adobe's own research, whilst smartphones remain much more common, internet users on average view 70% more pages per visit when browsing on a tablet compared to a smartphone and that the UK is well ahead of the rest of the world when it comes to surfing the net using tablets.

As we have mentioned before, in previous news items, mobile optimised websites are becoming increasingly important in order for a business to increase it's share of the market when it comes to online sales. One thing to also bear in mind is that Smartphone optimised sites are not the same as Tablet optimised sites.

Businesses have to take into account that potential customers visiting their website use their mobile devices in different ways. The research indicates that internet users prefer to use tablets when engaged in retail and commerce type activities, whilst telecom provider websites get a significantly higher percentage of their traffic from smartphone users.

Another factor that businesses should take into account, but which cannot be determined from the results of this study, is that part of this difference in use may well be influenced by the age demographic of their potential customer.

Remember, it only takes one bad website experience for a customer to decide to go elsewhere and then you have not only lost a potential sale but a competitor has benefited from your loss.