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The Making of Tablet 2.0 Economy :5 Trends for 2013Document Transcript
Rise of the tablets Tablets are transforming how consumers and brands interact on the web, offering an experience more engaging than smartphones and competitive to personal computers.* Tablets are moving to the head of the class. 10% Projected shareShare of visits 5% of website visits Projected share of website visits Tablet visits will surpass smartphone visits by January 2013 and generate Tablet Smartphone over 10% of website visits by early 2014. 0% 2010 2011 2012 2013 2014 5.3 X 1.4 X Share of shipments and visits For every brand website visit made 16% 84% 41% 59% with a smartphone, four visits are made using a tablet. Device shipments 2009-2011 Website visits Q1 2012 Closing the gap. Tablets offer PC-like engagement. 8 PC Tablet SmartphonePage views per visit 6 4 2 Germany UK Canada Scandinavia US Italy France Asia Pacific BeNeLux Australia 0 Engagement by device type and region Across the world, consumers who browse websites with tablets find the experience to be nearly as engaging as PC browsing. The gap between tablet and PC engagement is relatively small. PC = 100% PC = 100% PC = 100% PC = 100% 99% 101% 81 % 78% 65% 63% 26% 16% Financial Return frequency Media Engagement Retail Conversion Travel Conversion Device effectiveness by industry The comparison suggests that tablets are as effective as PCs for some types of visits. *Data excerpts from: “How tablets are catalyzing brand website engagement” adobe.com/go/digital_index