Tablet search behaviour is often treated as an extension of mobile or desktop trends—but recent data tells a more nuanced story. By analysing over 100,000 unique data points across six months, we’ve uncovered patterns that challenge assumptions and offer new optimisation opportunities for search marketers.
Tablet Users Prefer Shorter Queries
The first notable finding is that tablet users consistently favour shorter search queries. Conversion activity peaked with queries between 10 and 20 characters, centring on 13–14 characters. This contrasts with desktop search, where slightly longer queries tend to perform better. The implication is clear: tablet campaigns should focus more heavily on concise, highly targeted keyword sets.
Conversion Rates Are Higher for Shorter Queries
Interestingly, conversions from tablets outperformed desktops for short queries. Around 60% of tablet conversions happened with keywords 10–12 characters long, compared to only 50% on desktops. This highlights how critical it is to structure campaigns around shorter terms for tablet targeting.
The Long Tail Still Matters—Even on Tablets
Perhaps the most surprising insight is the volume of conversions from long-tail queries. While tablet users clearly lean toward brevity, there’s still measurable conversion activity from queries exceeding 30 characters. These highly specific, low-volume searches may offer a smaller slice of the pie, but their high intent makes them worthwhile.
Search marketers should avoid the trap of underinvesting in long-tail strategies for tablet campaigns. While these longer queries aren’t the primary conversion drivers, ignoring them outright could mean missing out on valuable traffic that’s ready to convert.
Final Thoughts
Tablets aren’t going anywhere—and they’re not just mobile-lite. Their unique behaviour patterns demand specific campaign strategies. With lower-cost devices like the Kindle Fire saturating the market, the shift from desktop to tablet for search could accelerate fast. The more closely we track how people search and convert on these devices, the better we can align our strategies and boost ROI. Now is the time to adapt.
