This rapid growth is driven by both higher rates of
tablet shipments and a disproportionately higher number of website visits per
tablet than smartphones.
As businesses rethink their digital experiences to
include mobile strategies, tablets are emerging as the consumer device of
choice,” said Brad Rencher, senior vice president and general manager, Digital
Marketing Business, Adobe.
Digital CMOs are wise to take a mobile first approach to
optimize their digital content and marketing initiatives with a focus on the
tablet experience because the consumer demands it,” Rencher added.
This study analyzed 23 billion visits to the websites of
325 companies from the North America, Western Europe (Belgium, the Czech
Republic, Denmark, Finland, France, Germany, Ireland, Italy, the Netherlands,
Norway, Poland, Spain, Sweden, Switzerland, and the United Kingdom) and Asia
(China, India, South Korea, New Zealand, Singapore, Taiwan, and Thailand).
The results indicate that tablets have become a channel
very distinct from smartphones. While apps have proven a highly valuable and
important component of a mobile strategy, companies would be well served to
invest in optimizing mobile Web pages for the growing and affluent tablet
demographic.
