This study is a comprehensive Reviews of mobile versus desktop usage on the web. In this year’s study, we compare 2019 and 2020 traffic patterns in the U.S. & globally. We also include tablet usage stats.
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The data in this study was pulled from Google Analytics’ Benchmarking feature, which provides aggregated industry data from companies that cốt truyện their data.
sản phẩm điện thoại devices drove sầu 61% of visits lớn U.S. websites in 20đôi mươi, up from 57% in 2019. Desktops were responsible for 35.7% of all visits in 20đôi mươi, & tablets drove the remaining 3.3% of visitors.
Globally, 68.1% of all trang web visits in 20trăng tròn came from di động devices—an increase from 63.3% in 2019. Desktops drove sầu 28.9% of visits, while 3.1% of visitors came from tablets. However, desktop devices remain very important, as they drove sầu 53.3% of total time on site in the U.S. and 46.4% of total time on site globally.
The following table offers an in-depth overview of Smartphone versus desktop usage in 20đôi mươi. Tablet data is also included.
We first began publishing this study in 2016. Prior years studies are available here:
The most commonly talked-about stat is the number of visits that come from mobile devices. The following chart outlines the percentage of di động versus desktop visits websites received in 2019 and 20trăng tròn.
The immediate observation shows a greater percentage of điện thoại usage when comparing the global & U.S. view. These findings are not surprising, considering how many countries primarily use di động devices. Even in the U.S. alone, điện thoại visits are significantly greater than desktop visits.
When we look at time on site, however, we see a different story:
Here, we see that the total aggregate time on site for desktop exceeds điện thoại devices, even in the global view. Simply put, larger screens & keyboards offer greater convenience when conducting in-depth retìm kiếm, pursuing entertainment, and for many other activities compared to mobile devices.
Based on this, we’d expect the average time on site per session for desktop devices to be significantly longer than mobile devices:
Our suspicion is correct—desktop sessions are roughly twice as long as điện thoại. This pattern is further confirmed when we compare the bounce rate for desktop versus điện thoại devices:
As expected, we see higher bounce rates on mobile devices. A bounce is defined as a session where the user visits only one page, but this doesn’t necessarily mean that these are low-value pages.
For example, sessions on Mobile devices may include users who are literally mobile and satisfying an immediate need, such as researching directions in a new thành phố or looking up a phone number or an address. In contrast, people may be more likely lớn use desktop if they want to read several pages or conduct in-depth research.
Next, let’s look at điện thoại versus desktop total aggregate page views in the U.S. và globally:
The aggregate page views favor di động devices, largely because the percentage of visits is higher. We see a different story when comparing page views per visit for desktop versus di động devices:
The page views per visit are highest for desktop. Interestingly, tablet page views per visit are higher than Smartphone devices (but lower than desktop), likely because tablets are heavily used for reading & entertainment.
This next section takes a deep dive inlớn usage patterns across desktop & mobile devices. We’ve sầu broken it down inlớn market segments, in both U.S. & global views.Let’s look at desktop first:
The next chart compares di động, desktop, và tablet usage in the U.S., broken out by market category:
However, desktop devices still lead many areas, including business and industry, computers & electronics, jobs & education, science, internet & telecom, and social networks (also listed in descending order).
When comparing global visits on sản phẩm điện thoại, desktop, & tablet, the percentages tell a different story:
The following chart shows time-on-site stats by market category across different U.S. markets:
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A similar comparison with a focus on Mobile devices also reveals some differences:
Bounce rates by category in the U.S. show some interesting data points, as well:
Next, let’s look at global bounce rates by industry for sản phẩm điện thoại, desktop, and tablet:
Similar insights appear when looking at the U.S. data for pages per visit:
Our final chart considers the pages-per-visit data for global industries:
How can you use this data to lớn inform your digital sale strategy? Here are four of our top observations and ideas.
thiết bị di động Experiences Are Continuing to lớn Improve
Mobile-user interfaces are improving, and users are becoming accustomed lớn them. Being Smartphone friendly is important in all industries, as it’s the largest source of traffic for almost all of them.
Use the data lớn learn where your industry users are coming from. Desktop remains the primary source of traffic in some markets.Further, use your analytics to lớn determine which types of devices are the source of most of your conversions. For example, your visits may be coming from điện thoại devices, but your conversions may be happening via desktop devices.
Consider designing your điện thoại site before you design the desktop site. Instead of coding your desktop site and then writing style sheets khổng lồ shrink it inkhổng lồ a điện thoại thông minh khung factor, kiến thiết your Mobile site first. Then, you can figure out how to lớn leverage the larger screen real estate available on a desktop platkhung as a second step.
Important note: We don’t say this because desktop is dead—it’s still very important. But, it’s far easier to take a thiết bị di động UI khổng lồ the desktop than lớn take a desktop UI to a smartphone.
Desktop Remains Very Important
Industry data still suggests that most conversions continue to take place on desktop in many industries, so continue to pay attention khổng lồ your desktop site.
If you’re in an industry where 75% or more of your conversions come from desktop, consider offering điện thoại users the option to lớn provide contact information, save sầu shopping carts, or implement functionality that allows them to defer the completion of a conversion khổng lồ a later time (perhaps on a desktop).
The rationale is that users may not want to giảm giá with complicated forms and/or enter their credit card information on a mobile device. Following up lets them come baông xã on a desktop device & convert at a more convenient time. If you’re open to lớn this idea, kiểm tra it thoroughly first to see which yields better results.
Compare Your Site’s Behavior to Industry Norms
If the average percentage of sản phẩm điện thoại visitors in your industry is 60%, and your site is at 35%, that may indicate a problem, like a slow thiết bị di động site. If a large delta exists between your site & industry norms, take the time to understvà why.
Pay Attention khổng lồ Page Speed
Google’s Chip Core Web Vitals algorithm will go live in May 2021. This new algorithm includes ranking inputs based on:
First Input Delay Largest Contentful Paint Cumulative Layout ShiftHowever, SEO may not be the primary reason to lớn be concerned about your site’s tốc độ. ThisSEO Mythbusting videothat I made with Google’s Martin Splitt explains why.
Why does page speed matter so much then? Google published data says 53% of visits to điện thoại sites are abandoned if pages take longer than three seconds khổng lồ load. This data also tells us that the average thiết bị di động page takes 19 seconds lớn load on a 3G device.
While that is stunning, let’s dig deeper andconsider the data published by Deloitte Digital. This chart shows the impact of speeding up your page load time by 0.1 second:
The Bottom Line
The bottom line is that users don’t like slow sites. Perhaps more importantly, users love sầu faster-performing sites. That alone is reason enough to focus your attention on speeding things up.
