UK tops Tablet traffic totals

Adobe from their just published Digital Index figures conclude that the UK leads the world by some distance on tablet usage in particular when compared with smartphones

“While smartphone traffic in the UK is similar to that seen in US and Canada, tablet traffic is much higher, especially when compared to the rest of the world.”

The overall growth for all eight countries has doubled in the last year. Apart from an unexplained drop in November last year for virtually all countries growth has continued apace.

  “After analyzing more than 100 billion visits to 1000+ websites worldwide, Adobe Digital Index has discovered that global websites are now getting more traffic from tablets than smartphones, ….”

The overall visits on their very large sample now has tablets ahead of smartphones and they are even forecasting  this to accelerate through the first half of this year.

Unsurprisingly retail and entertainment sites dominate their sector analysis (CPG = Consumer Packaged Goods).

This highlights a likely development in that we think that Mobile usage now at just under 20% in the UK (12.2% + 7.4%) and 15% (8% + 7%) across the board will continue to grow apace but likely has a practical maximum equating to the consumer sector plus a little for “interest/info” visits to Business to Business sites.

We shall see!


  1. Tyler White says:

    Speaking of tablet’s surpassing smartphones, the latest Digital Index report (released yesterday) shows that iOS has re-emerged as leader in US smartphone browsing and is dominant among tablets.

    And Samsung is becoming more popular in Europe

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