Here’s A Handy Chart Guide to Mobile’s Trended Share of Site Traffic in 12 Countries

March 1, 2017

It’s increasingly becoming a mobile world, at least when it comes to website traffic. A new report from Adobe Digital Insights (ADI) indicates that smartphones are cannibalizing web traffic from tablets and desktops, with the smaller device seeing a 69% increase in US site visits since 2014 and the latter double-digit declines.

Mobile’s Traffic Share, by Country

The report highlights mobile devices’ share of website traffic across 11 countries in the Asia-Pacific (APAC) region and Europe, along with the US.

We’ve summarized the annual averages across the countries into a single chart seen above, which you can click to enlarge.

Here’s what you need to know:

  • – Smartphone share of traffic increased in each country from 2014 through 2016;
  • – Smartphone share of traffic was highest last year in Japan (47%) and South Korea (43%), the latter of which is the top market globally by smartphone ownership;
  • – In 2016, tablet share of traffic, by contrast, was either lower or flat in each country when compared to 2014;
  • – Tablet share of traffic was generally higher in European countries than in those in APAC, with the UK (13% share) leading the way;
  • – Combined mobile share of traffic grew in all countries, though that was exclusively the result of smartphone increases;
  • – Combined mobile share of traffic hit or exceeded 50% in 2 countries last year: Japan (53%) and South Korea (50%); and
  • – China had the lowest share of mobile traffic (34%) of the 12 countries examined, followed by France and Germany (each at 39%).

ADI notes that developing nations are seeing faster growth in mobile’s share of traffic than affluent countries, with Brazil and Argentina recording the fastest growth rates. Affluent countries are defined as those with $30k+ in GDP per capita, and developing countries are those failing to meet that mark.

The “January Effect”

The ADI analysis reveals that there’s a jump in mobile traffic and app installs in January each year, which could be a strategic opportunity for brands. In the US, for example, smartphone and tablet traffic increased by 7% and 6% month-over-month in January of this year.

This January bump is felt across countries: in examining dozens of countries globally, the analysts found that app installs growth averaged 10% in January 2016 compared to December 2015.

There’s an interesting wrinkle in the findings: while all countries see month-over-month increases in mobile and tablet traffic in January, that growth is distributed differently across devices and countries:

  • – Affluent countries see a bigger increase in tablet traffic in January than do developing countries; while
  • – Developing countries enjoy a bigger smartphone traffic boost in January than do affluent countries.

About the Data: The report is based on an analysis of more than 1.7 trillion visits to more than 16,000 websites from January 2014 to January 2017, as well as of more than 130 billion app launches from more than 1,000 apps from January 2014 to January 2017.


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