Adobe Study Reveals Tablet Users Were Biggest Online Spenders in 2011

Study Indicates Tablet Visitors Spent 21 Percent More Per Purchase in 2011 than Other Online Consumers

Adobe Digital Marketing Insights Report Infographic - Study found tablet visitors are the most valuable online customer of 2011 (Graphic: Business Wire)

Adobe Digital Marketing Summit 2012

SAN JOSE, Calif.--()--Adobe Systems Incorporated (NASDAQ:ADBE) today announced findings from its inaugural Adobe® Digital Marketing Insights report, designed to provide marketing, e-commerce, and retail executives with critical intelligence about digital marketing. The study evaluated how purchasing behavior is impacted by the device consumers used to visit retail websites. In the study, one of the most comprehensive of its kind, Adobe analyzed 16.2 billion anonymous visits to the websites of more than 150 top U.S. retailers. Results showed that, during the 2011 holiday season and throughout 2011, tablet visitors spent more per purchase than visitors using smartphones or traditional desktops and laptops, suggesting that tablet visitors were the most valuable online customers in 2011.

Key Report Findings Included

  • Tablet visitors spent 54 percent more than smartphone visitors and 21 percent more per purchase than desktop/laptop visitors.
  • Tablet visitors were nearly three times more likely to buy products and services online than smartphone visitors and were nearly as likely to purchase as desktop/laptop visitors.

“Adobe has long championed the need for retailers to optimize their sites for mobile visitors, and the results of this study indicate that tablet devices have become an absolutely critical new sales channel that marketers must address head-on,” said Brad Rencher, senior vice president and general manager, Adobe Digital Marketing Business. “This study shows the importance of optimizing your 2012 e-tail strategy for tablet visitors to avoid the risk of underserving a highly-profitable, fast-growing customer segment.”

Optimizing websites for mobile devices, such as smartphones, is now becoming common practice. However, with the emergence of the iPad and Android™ tablets, companies now face additional mobile optimization requirements in order to provide enticing online shopping experiences. If retailers treat mobile and tablet optimization strategies alike, they may fail to leverage the power of tablet visitors, which the study suggests, convert nearly three times more frequently than smartphone visitors.

Why Tablet Visitors Spend More

The Adobe study suggests that demographics of tablet visitors, as well as the flexibility of the overall tablet user experience, contribute to higher tablet visitor profitability. Tablet visitors are typically males between the ages of 18-34 years old and tend to be more affluent than other online shoppers. Higher income levels among tablet owners is just one part of the story. Tablet users also have higher usage rates over the weekend, when there is more time to shop online.

Download the full Adobe Digital Marketing Insights report here or at

For more industry insight from Adobe and top digital marketers and advertisers from around the world, attend Adobe Digital Marketing Summit 2012. The annual event will convene thousands of marketers, advertisers, publishers, agencies and developers in Salt Lake City, Utah from March 20-23, 2012. To register, visit the conference site. For the latest event news and information, follow and join the conversation on Twitter and Facebook.

About the Adobe Digital Marketing Suite

The Adobe Digital Marketing Suite offers an integrated and open platform for online business optimization, a strategy for using customer insight to drive innovation throughout the business and enhance marketing efficiency. The Suite consists of integrated applications to collect and unleash the power of customer insight to optimize customer acquisition, conversion and retention efforts as well as the creation and distribution of content. For example, using the Suite, marketers can identify the most effective marketing strategies and ad placements as well as create relevant, personalized and consistent customer experiences across digital marketing channels, such as onsite, display, email, social, video and mobile. The Suite enables marketers to make quick adjustments, automate certain customer interactions and better maximize marketing ROI, which, ultimately, can positively impact the bottom line.

About Adobe Systems Incorporated

Adobe is changing the world through digital experiences. For more information, visit

© 2012 Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.

Photos/Multimedia Gallery Available:


Adobe Systems Incorporated
David Olsen, 385-221-1600


Adobe Systems Incorporated
David Olsen, 385-221-1600