If you’re wondering why your organic traffic numbers are on the increase in the last month, one segment of traffic to dig into is tablet traffic.

The ongoing struggle to track some tablet performance has been well documented — there’ve been tracking problems with iOS 6 visits since the platform launched. This is because a percentage of visits that were coming from organic search were mistakenly being attributed to direct because of missing referral information.

However, this problem was fixed with the transition to iOS 7 and was specifically fixed for iPads on Sept. 30th. That has resulted in an increase in tablet traffic being allocated to the organic channel instead of direct.

For our clients, we typically were seeing e-commerce sites with approximately 6% – 9% of their total organic traffic coming from tablets. For the month of October, that total organic traffic from tablets doubled to between 13% – 17%.

We also took a look at a few non-e-commerce clients who wouldn’t be seeing increases in search interest and demand due to the upcoming holiday retail period. Prior to September 30th, such sites were averaging slightly lower in terms of organic tablet traffic, around 4% – 5%. Now organic tablet is coming in at between 9% – 10%.

What is interesting for the ecommerce sites is that while tablet traffic is doubling, we have seen some examples where organic tablet revenue has actually quadrupled over the same time period, which has interesting implications in terms of the conversion rate or average order value occurring on that device.

According to comScore’s State of the U.S. Online Retail Economy in Q2 2013, there are over 60 million tablet owners in the U.S., a +32% year-over-year growth. Interestingly, tablet browsing indexes higher in some areas such as the apparel, home furnishings, books and movies when compared to other industries such as comparison shopping sites and computer hardware.

Message Sent

Thank you for registering.

Cardinal Path hosted a live session to connect with you and answer all your questions on Google Analytics.
Get all the expertise and none of the consultancy fees in this not-to-be-missed, rapid-fire virtual event.

Thank you for submitting the form.

Thank you for submitting the form.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you.

Click here to download access the tool.

Message Sent

Thank you for registering.

Message Sent

Thank you.

Message Sent

Thank you.

Message Sent

Thank you

Message Sent

Thank you

Message Sent

Thank you.

Message Sent

Thank you

Message Sent

Thank you.

Message Sent

Success!
Your message was received.

Thank you.

Thank you for registering.

Cardinal Path is continuing with its series of free training. Next we are conducting training on Google Data Studio. Check it out here.

Message Sent

Thank you for registering.

Thank you for your submission.

Your request has been submitted and a rep will reach out to you shortly.

Message Sent

Thank you for your interest.

Thank you for registering.

You should receive a confirmation email from GoToWebinar with your unique webinar login information. If you do not receive this email or have trouble logging in to the event, please email asmaa.mourad@cardinalpath.com.

Thank you for subscribing!

You're now looped into the world's largest GMP resource hub!

Thank you for your submission.

Thank you for your submission.

Thank you for your submission.

Thank you for your submission.

Message Sent

Thank you for registering.

Message Sent

Thank you for your submission.

Thank you for your submission.

Message Sent

Thank you for registering.

Thank you for registering.​

Paid media spend by Government websites increased a whopping 139% YoY in 2020.

2020 Online Behavior Live Dashboard

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

2020 Online Behavior Live Dashboard

Thank you for your submission.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Success! Thank you
for reaching out.