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Beginning with the launch of the iPad just over two years ago, tablets have been transforming the way consumers and brands interact on websites. To better understand this transformation and how it may evolve in the future, AdobeŽ Digital Index analyzed 23 billion visits to the websites of more than 325 brands across North America, Western Europe, and Asia-Pacific.

Our research resulted in three major findings :

1. The share of website visits from tablets grew approximately 10 times faster than the rate of smartphones within two years of market introduction and grew more than 300% in the last year. This rapid growth is driven by both higher tablet shipments and disproportionately higher website visits per tablet.

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

3. Although consumers consider the tablet website experience to be nearly as engaging as with PCs, they use PCs to visit websites three times as frequently as tablets. However, near-term developments in the tablet market will erode the advantages of PC-browsing, causing consumers to shift more website visits from PCs to tablets.

Given explosive growth in visits from tablets, brands should invest now to understand how the consumer shift to tablets is impacting their business and make course corrections to their digital marketing and media strategies to catch up with this tablet transformation.

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