1. Rise of the tablets
Tablets are transforming how consumers and brands interact on the web, offering an
experience more engaging than smartphones and competitive to personal computers.*
Tablets are moving to the head of the class.
10%
Projected share
Share of visits
5% of website visits
Projected share of website visits Tablet visits will surpass smartphone
visits by January 2013 and generate
Tablet Smartphone over 10% of website visits by early 2014.
0%
2010 2011 2012 2013 2014
5.3 X
1.4 X
Share of shipments
and visits
For every brand website visit made
16% 84% 41% 59% with a smartphone, four visits are
made using a tablet.
Device shipments 2009-2011 Website visits Q1 2012
Closing the gap. Tablets offer PC-like engagement.
8
PC Tablet Smartphone
Page views per visit
6
4
2
Germany UK Canada Scandinavia US Italy France Asia Pacific BeNeLux Australia
0
Engagement by device type and region
Across the world, consumers who browse websites with tablets find the experience to be nearly as engaging as PC browsing.
The gap between tablet and PC engagement is relatively small.
PC = 100% PC = 100% PC = 100% PC = 100%
99% 101%
81 %
78%
65% 63%
26% 16%
Financial Return frequency Media Engagement Retail Conversion Travel Conversion
Device effectiveness by industry
The comparison suggests that tablets are as effective as PCs for some types of visits.
*Data excerpts from: “How tablets are catalyzing brand website engagement”
adobe.com/go/digital_index