Nearly one third (31%) of UK visits to youth and young-adult focused websites in the first half of 2013 came from tablets and mobiles.
New research by w00t! Media measured over two billion visits to youth/young adult (16-34 year olds) entertainment and lifestyle websites between January 2012 and June 2013 to see which devices were being used to access the content.
Tablets accounted for almost one in every eight visits (12%) in the first half of 2013. Smartphones accounted for 19 percent for visits to these sites.
Apple’s iPad accounts for 91 percent of tablet visits to these sites, followed by Samsung’s Galaxy Tab (2.9%), Amazon’s Kindle (2.8%) and Google’s Nexus (1.8%). Apple accounted for 70 percent of smartphone visits in the first half of 2013 – down six percentage points on 2012, all of which was ‘eaten up’ by Android (up six points to 25%). Other devices, including Blackberry and Windows account for just 5 percent of smartphone visits to these type of sites.
What this research shows is that Apple devices lead the way when it comes to young people accessing content on their mobile devices and that publishers and advertisers must “use responsive design – sites that automatically display content in the most appropriate way for whichever device a consumer is using,” says Dan McDevitt, managing director of w00t! Media
The sites measured were visited by almost 9.4 million unique people in the UK. Visits from tablets jumps 320% in first half of 2013 compared to whole of 2012. Apple accounts for 91% of tablet visits and 70% of smartphone visits.