Adobe has some research that highlights how important tablets are becoming for driving web traffic (thanks to Mediapost for a great write up on this.) I’ve said it many times, we are seeing this first and foremost with the traffic both to the OfficeDrop website and engagement with the OfficeDrop iPad app.
Some great quotes on how tablets are driving a ton of traffic from the MediaPost article:
- “The share of Web site traffic on tablets grew more than 300% in the past year”
- Tablet share will reach 10% of all traffic by 2014 (that’s it? I bet it will be more!)
- “Within one year of the iPad launch in Q2 2010, tablet visits represented 1% of total Web site visits, reaching 4.3% of total visits one year later, up more than 300%.”
- “Tablets generated 4.3% of total Web site visits, compared with smartphones at 6.1%, in Q1 2012″
- “Approximately 68% of tablets shipped were iPad devices, yet they generated 83% of the combined visits from iPad and Android tablets through December 2011. For every brand Web site visit made with an Android tablet, 2.3 visits were made with an iPad, according to the study.”
- “Apple iPads generate 490% as many Web site visits as Android tablets, although iPad shipments are 210% of Android shipments.”
So, key take aways are that iPad users are more engaged on the web than Android tablets, but still tablets are a huge source of traffic for all sites. Consumers and small businesses are using these devices for a lot, including surfing the web.
However, one place where they are not being used as much – so far – is for buying stuff, “… for transactional visits on retail and travel sites, consumers are between 30% and 60% more likely to purchase using a PC.” I bet that is a UI thing that can be solved with better shopping carts and shopping apps.