Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    MarTech Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Staff
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Customer & Digital Experience » Mobile Devices Now Driving 56 Percent Of Traffic To Top Sites — Report

Mobile Devices Now Driving 56 Percent Of Traffic To Top Sites — Report

Time on site and pages viewed remain higher on the desktop, however.

Greg Sterling on February 23, 2016 at 9:31 am

mobile apps, phone

According to SimilarWeb’s State of Mobile Web US 2015 report, roughly 56 percent of consumer traffic to the leading US websites is now from mobile devices. Mobile traffic in Q4 was roughly 49 percent, on average, for these top sites.

The report is based on the company’s analysis of the top 10,000 US websites in 24 categories. It does not include app usage. The following are the top 10 mobile traffic site categories, with the top five are receiving at least 60 percent of their traffic from mobile devices.

  1. Beauty and Fitness
  2. Home and Garden
  3. Health
  4. Pets and Animals
  5. People and Society
  6. Shopping
  7. Gambling
  8. Auto
  9. Recreation and Hobbies
  10. Sports

While mobile drove more traffic, engagement remains higher on desktop overall, with more time on site and more pages per visit, on average. Mobile bounce rates were higher, as well. As mentioned, app usage is not part of this data.

SimilarWeb mobile traffic
SimilarWeb also observed a interesting discrepancy between some of the top mobile traffic sites and their engagement metrics:

There is a mismatch between the most mobile industries to those that most engage their users. Beauty and Fitness and Home and Garden, which led the list of highest mobile web share, are not performing well in terms of keeping people on their mobile sites.

There’s no explanation for the traffic-engagement imbalance offered in the report, which goes on to look at mobile web traffic across a number of specific verticals including shopping, finance, telecommunications and jobs. As one example, the following chart illustrates how mobile-centric Amazon has become and how dominant it is versus its competitors.

SimilarWeb mobile traffic


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    How clean, organized and actionable is your data?
    Replacement Survey: The top 5 solutions replaced
    What’s the biggest hidden secret in Google Ads?
    Native video tops social media in brand awareness study
    Worsening economy has more shoppers getting online info before making in-store purchases

About The Author

Greg Sterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

Related Topics

Customer & Digital ExperiencePerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Agencies: Grow Revenue Streams Through Web Accessibility & Compliance

Protect Your Paid Advertising Spend Against Ad Fraud and Invalid Traffic

Build an Integrated Search Strategy Across Google, Amazon and YouTube

See More Webinars
Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

Site Search 101

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.