Tablet commerce data from Adobe

1. Press Contact
David Olsen
Adobe Systems Incorporated
385-221-1600
davolsen@adobe.com
Not for Immediate Release – Embargoed until Thursday, Jan. 19th at 12:01 AM EST.
Adobe Study Reveals Tablet Users Were Biggest Online
Spenders in 2011
Study Indicates Tablet Visitors Spent 21 Percent More per Purchase in 2011 than Other Online Consumers
SAN JOSE, Calif. — Jan. 19, 2011 — Adobe Systems Incorporated (Nasdaq:ADBE) today announced findings from its inaugural
Adobe® Digital Marketing Insights report, designed to provide marketing, ecommerce, and retail executives with critical
intelligence about digital marketing. The study evaluated how purchasing behavior is impacted by the device consumers used to
visit retail web sites. In the study, one of the most comprehensive of its kind, Adobe analyzed 16.2 billion anonymous visits to the
websites of more than 150 top U.S. retailers. Results showed that, during the 2011 holiday season and throughout 2011, tablet
visitors spent more per purchase than visitors using smartphones or traditional desktops and laptops, suggesting that tablet
visitors were the most valuable online customers in 2011.
Key Report Findings Included:
• Tablet visitors spent 54 percent more than smartphone visitors and 21 percent more per purchase than desktop/laptop
visitors.
• Tablet visitors were nearly three times more likely to buy products and services online than smartphone visitors and
were nearly as likely to purchase as desktop/laptop visitors.
“Adobe has long championed the need for retailers to optimize their sites for mobile visitors, and the results of this study indicate
that tablet devices have become an absolutely critical new sales channel that marketers must address head-on,” said Brad
Rencher, senior vice president and general manager, Adobe Digital Marketing Business. “This study shows the importance of
optimizing your 2012 e-tail strategy for tablet visitors to avoid the risk of underserving a highly-profitable, fast-growing customer
segment.”
Optimizing websites for mobile devices, such as smartphones, is now becoming common practice. However, with the emergence
of the iPad and Android™ tablets, companies now face additional mobile optimization requirements in order to provide enticing
online shopping experiences. If retailers treat mobile and tablet optimization strategies alike, they may fail to leverage the power
of tablet visitors, which, the study suggests, convert nearly three times more frequently than smartphone visitors.
Why Tablet Visitors Spend More
The Adobe study suggests that demographics of tablet visitors, as well as the flexibility of the overall tablet user experience,
contribute to higher tablet visitor profitability. Tablet visitors are typically males between the ages of 18-34 years old and tend to
be more affluent than other online shoppers. But higher income levels among tablet owners is just one part of the story. Tablet
users also have higher usage rates over the weekend, when there is more time to shop online.
To download the full Adobe Digital Marketing Insights report, please visit: www.adobe.com/TBD or www.cmo.com/TBD.
For more industry insight from Adobe and top digital marketers and advertisers from around the world, attend Adobe Digital
Marketing Summit 2012. The annual event will convene thousands of marketers, advertisers, publishers, agencies and developers
in Salt Lake City, Utah from March 20-23, 2012. To register, visit the conference site. For the latest event news and information,
follow and join the conversation on Twitter and Facebook.
About the Adobe Digital Marketing Suite
The Adobe Digital Marketing Suite offers an integrated and open platform for online business optimization, a strategy for using
customer insight to drive innovation throughout the business and enhance marketing efficiency. The Suite consists of integrated
applications to collect and unleash the power of customer insight to optimize customer acquisition, conversion and retention
efforts as well as the creation and distribution of content. For example, using the Suite, marketers can identify the most effective

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Adobe Study Reveals Tablet Users Were Biggest Online Spenders in 2011
marketing strategies and ad placements as well as create relevant, personalized and consistent customer experiences across
digital marketing channels, such as onsite, display, e-mail, social, video and mobile. The Suite enables marketers to make quick
adjustments, automate certain customer interactions and better maximize marketing ROI, which, ultimately, can positively impact
the bottom line.
About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.
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© 2012 Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All
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