Adobe: Tablet Conversion Rates Have Surpassed Desktop

Adobe's latest Digital Index Report for the second quarter shows Tablet conversion rates now surpass those of desktops, by some 20 per cent. CPC (Cost Per Click) remained lower on Tablets than desktop, however.

Based on an investigation of some £1.6bn in ad spend, Adobe found that search advertising grew overall in the US and UK, with search spend increasing by 18 per cent.

"With accelerated consumer adoption of tablets and smartphones, as well as social marketing growth, marketers are shifting to adopt a multi-channel digital advertising approach to reach their target audiences," says Jonathan Beeston, director of new product innovation at Adobe. "Advertisers should be cognisant of the next generation of digital marketing to better measure, manage and optimise their marketing investmants for maximum return."

In its outlook for the rest of 2012, Adobe predicted that Tablet and smartphone traffic will represent 20 per cent of all traffic from search by year-end, with spend lagging behind slightly, at 16-20 per cent of all search spend.