• by Ben Frederick  @mp_benfred, February 23, 2016

It may seem strange now, but at one point in time, tablet browsing surpassed smartphone browsing. Since then, tablets' share of the market has decreased drastically.

The reason, says Adobe in its new digital index (ADI), is the increase in screen size that has caused the larger phones to be both a “lean forward” and a “lean back” device. Consumers would rather have one device that can perform many functions than multiple, specialized devices.

“Browsing growth by [tablets] has decreased significantly, and we think this is mainly because smartphone screens are getting bigger. Now, instead of buying both a smartphone and a tablet, people are opting for ‘phablets’ and relying on just this one device—with a larger screen—for all of their browsing,” stated Tamara Gaffney, principal at ADI, in a blog post today.

The parallel rise in the popularity of mobile video finds its roots in the same cause.

The trend in phablet adoption is happening globally, although some regions are converting more slowly than others.

Fourteen of the 17 Europe, Middle East and Africa (EMEA) countries analyzed show total mobile visits growing by 30% or more Year-over-Year (YoY); all 17 showed growth of at least 22%. In APAC and North America, the countries analyzed all showed over 28% growth in total mobile visits.

China, of course, had astounding growth in mobile visits, increasing 50% YoY. Saudi Arabia had equally impressive growth rates, with 61% growth YoY. Overall, states Gaffney, mobile must become a “strategic priority,” and organizations have to keep up with changing mobile habits or be left behind.