Tablet devices are expected to generate more Web traffic than smartphones by early 2013, reaching 10% of total website traffic in 2014, since consumers find browsing websites on tablets nearly as engaging as on PCs, according to a report by Adobe Systems.
The report revealed that Website traffic on tablets grew more than 300% in the past year and has grown 10 times faster than that of smartphones in the first two years after market introduction.
The rapid growth is attributed to the higher rates of tablet shipments and increased number of website visits per tablet than smartphones.
Adobe Digital Index report explores how global website traffic and engagement differ when the visitor is on a tablet, smartphone or personal computer (PC).
Adobe digital marketing business senior vice president and general manager Brad Rencher said as businesses rethink their digital experiences to include mobile strategies, tablets are emerging as the consumer device of choice.
"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," he added.
Adobe, however, noted 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.
The findings have revealed that while applications have proven an important component of a mobile strategy, companies would invest in optimising mobile web pages for the growing tablet users.
The study expands on the findings from the initial Adobe Digital Index report on the value of tablet users to retail companies released in January 2012, which suggested that in 2011 tablet users spent more per purchase than other online customers.
