48% of web traffic over the weekend in the U.S. comes from smartphones and tablets, according to the recently released Adobe Digital Index 2015 “Digital Trends Report.” Of this 48% of online traffic, smartphones account for72% and tablets 28%. Adobe bases its report on 255 billion visits to branded websites. 

The travel industry already racks up more mobile visits on the weekend than desktop visits, as 55% of visits to a travel site are made on a smartphone (39%) or tablet (16%) over the weekend. Likewise with automotive, and media and entertainment websites over the weekend, as 52% of visits stem from a mobile device for automotive sites on weekends and 51% mobile for entertainment sites. Mobile visits account for about half  49%, of total  visits to retail sites on weekends.   

“Travel, media, and retail have always been first movers with mobile as far as industries go,” says Joe Martin, senior data analyst for Adobe Digital Index. “Consumers have long demanded that these industries support their needs on mobile devices.”

On weekdays across industries, 40% of site visits stem from a mobile device, with 30% from smartphones and 10% from tablets. Adobe predicts that all websites will get than 50% of traffic from mobile devices on weekdays by the end of 2016.

“With the accelerated growth of mobile, post-large-screen devices, new devices flooding the market after the holidays, and industries upping their mobile game, we see the mobile traffic surpassing desktop traffic by the end of next year,” Martin says.

Of the 30% visits to a website via smartphone, 59% come from iPhones, up from 57% last year. 25% of visits come from Samsung Galaxy smartphones, 3% LG devices, 2% Microsoft’s Lumia devices, 1% OnePlus devices and 11% other 

IPads account for 79% of website visits on a tablet. Samsung Galaxy tablets, Amazon’s Kindle Fire and Microsoft’s Surface take up the majority of the remaining share.

The index also reported that fitness trackers are more popular than smartwatches. Adobe surveyed 400 U.S. consumers, who owned either a smartphone or tablet, between Oct. 31 and Nov. 3. 25% of those consumers own a fitness tracker and 38% say they will purchase one within six month, compared to the 18% of U.S. consumers who say they own a smartwatch and 37% who say they are likely to buy a smartwatch in the next six months. What’s more, 35% of smartwatch owners use their smartwatch most frequently for fitness tracking.

Also in the survey, 51% of consumers say they have already interacted with home electronic devices connected to the Internet, devices that fall into the category of Internet of Things. Smart smoke detectors were the most popular IoT device consumers currently own, as 20% of respondents say they own a web-connected smoke detector, and 30% say the plan to buy one within six months. 15% of respondents say they own a thermostat connected to the Internet, and 23% plan to buy one within 6 months.

Subscribe Today to Mobile Strategies 360 and Receive Exclusive Data. Not only will you get the latest information on the rapidly changing mobile industry, you will also receive Mobile Market Insights a free monthly overview on the market. These fact sheets are filled with data and statistics to help you identify opportunities and get a jump on the competition. Mobile Market Insights is available only to Mobile Strategies 360 subscribers. Once you enter your free subscription, click on the link for your free download.

Be sure to follow us on Twitter and LinkedIn and be the first to know when new Mobile Strategies 360 content is published.

Favorite