February 17, 2014 - 1 comment.

C’mon, surely everyone’s got a tablet by now?

Did you get a tablet for Christmas? OK, it was over a month ago now, but still, I ask the question as the data I see on a daily basis in analytics proves that more and more of us own one. Yes, this might not seem like rocket science, but when you analyse the facts, it’s clear that December is the month of the tablet.

Following up from 2013’s post What? You’ve not got a tablet?!, I thought I’d take a look 12 months on to see what the rate of tablet growth is looking like today.

In this post I have taken data from the entertainment industry from December 2011, 2012, and 2013 to see how tablet visits have grown:

  • 2012 to 2013 = 108% increase in tablet devices.
  • 2011 to 2013 = 498% increase in tablet devices.


Note – the site has seen overall YoY increases, however tablet growth is not in line with overall visitor growth, showing the significance of tablet browsing.

From the data we can see that YoY growth has been significant, and coincides perfectly with Christmas Day. The number 1 tablet is dominated by the iPad, however the Kindle Fire HD is now the second most used tablet, pushing the Nexus 7 to third. Interestingly, at eighth, we have the Tesco Hudl, which ties into what the industry are reporting from 2013 Christmas tablet sales, where users are opting for cheaper tablets this Christmas.

The Hudl is extremely affordable at £119, and if you aren’t an Apple ‘fan boy/girl’, then why not? Tesco sold over 400,000 Hudl’s in 2013, which, for a new brand that no one had heard of, shows that consumer demand is there, but users are after affordability.

It makes sense. The market leaders are now seen as overpriced, when all the consumer wants is the ability to browse the internet and connect to social networks. It’s almost as though the tablet is moving towards becoming a part of the furniture, like a TV remote already is. As sad, or not, as it might seem, this is the reality for millions of households up and down the country.

Interesting stats from Econsultancy via IBM showed that on Boxing Day the majority of UK retail traffic was via mobile or tablets devices, as you might expect. You get to open your lovely shiny new tablet – what do you do first? Get browsing? You’ve probably already tweeted, updated your Facebook status, Instagramed a picture of it and Snap-chatted your mates, but you get the picture.

Further to this, the data from Econsultancy shows that tablets drove 28% of all online traffic on Boxing Day. But the interesting fact is that tablets accounted for 29% of all online sales, with mobile way down at 16%. The Drum reported very similar data back in July, with the pattern that users browse with a mobile device, but purchasing is focused on tablets and desktop computers.

So, what do we know? We have seen in the one key sector analysed that year-on-year tablet growth is huge, up at almost 500% from 2011 to 2013. Therefore, for any online marketer it’s imperative that tablet is high on your priority list when optimising for such devices. Mobile is key for researching, but tablets are where users are parting with their hard earned cash.

Is your site optimised for tablet devices?