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Tablets and Smartphones Prove Valuable for Website Traffic

12 Sep 2013

According to the Adobe Digital Index, with the meteoric rise of mobile devices and tablets, mobile is a way of life and is here to stay. In 2012, there were 121 million smartphone users and 94 million tablet users in the United States alone, representing a 31 per cent and 180 per cent increase over 2011, respectively. Mobile devices have changed the way consumers interact with businesses, and today's digital marketers must understand how consumers use different devices to be able to build and optimize mobile marketing strategies.

2013 marked a significant shift in how mobile users are accessing websites. Global websites are now getting more traffic from tablets than smartphones, with 8 per cent and 7 per cent of monthly page views respectively. Given that tablet visitors spend more per online purchase with U.S. retailers than visitors using smartphones, tablet traffic is proving to be more valuable in terms of e-commerce and engagement and represents significant implications for the development and optimization of mobile strategies.

Results from the Mobile Consumer Survey show that consumers are using their smartphones and tablet devices to connect with brands in a variety of ways, and they are increasingly moving back and forth between different devices and form factors. Mobile is a unique channel, with different requirements for smartphones and tablets, and this channel must be integrated into the overall marketing mix. It is imperative that businesses understand who their mobile consumers are, how they access sites or apps, which devices they use, and what their expectations are for a positive experience.

To read the full Mediapost article click here

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