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Browsing on tablets set to take off

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Tablet devices will generate more Web traffic than smartphones by early 2013 and consumers find browsing websites on tablets nearly as engaging as on PCs.

This is according to Adobe Systems’ recent Adobe Digital Index report examining how global website traffic and engagement differ when the visitor is on a tablet, smartphone or PC.

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 optimising mobile Web pages for the growing and affluent tablet demographic.

Key report findings include:

* The share of website visits from tablets grew approximately 10 times faster than the rate for smartphones in the first two years after market introduction and grew more than 300 percent in the last year. This rapid growth is driven by both higher rates of tablet shipments and a disproportionately higher number of website visits per tablet than smartphones.

* Tablets’ share of website traffic will exceed smartphone traffic by early 2013 and reach 10% of total website traffic in 2014.

* Although consumers consider the tablet website experience to be nearly as engaging as that of PCs, they use PCs to visit websites three times as frequently as tablets.

“As businesses rethink their digital experiences to include mobile strategies, tablets are emerging as the consumer device of choice,” says Brad Rencher, senior vice president and general manager, Digital Marketing Business, Adobe. “Digital CMOs are wise to take a mobile first approach to optimise their digital content and marketing initiatives with a focus on the tablet experience because the consumer demands it.”