Monday, June 18, 2012

Tablets Will Edge Out Smartphones: What Your Brand Can Do to Prepare


Will tablets edge out smartphones? New data from Adobe Digital Index suggests this may happen by early 2013.  A new eMarketer forecast projects nearly 70 million Americans, representing over 20% of all US consumers, will use a tablet by the end of 2012.¹ Here’s the best part: aside from watching video, most of these people are using tablets for two things: browsing and buying.
the rise of the tablet
Extrapolating 2011 data, eMarketer predicts that by 2015 over half of all Internet users will be tapping away on their tablets:¹

These findings are less surprising when you dig into the numbers. The Adobe Digital Index study, How Tablets Are Catalyzing Brand Website Engagement, found the share of website visits from tablets grew approximately 10X faster than that of smartphones within two years of market introduction, and grew more than 300% in the last year.
Moreover, according to the study, one tablet generates as many website visits as four smartphones. In other words, for every visit made to a brand website with a smartphone, four visits are made using a tablet. By this token, people who own tablets are much more likely to use them to engage with a brand’s website than those on smartphones.
Why is this important? According to data released by rich media marketing platform provider Zmags in January 2012, more than 50% of all tablet owners reported shopping on their tablets at least once per week; 12% used a tablet to shop daily.¹
PC-LIKE ENGAGEMENT LEVELS
The Adobe study also found that tablets are enjoying PC-esque engagement rates. This trend is consistent worldwide:
tablets offer pc engagement
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