Every year at this time, I take a look at the trend in share of mobile traffic on a sample of our clients’ websites, and every year it rises further. As we can all guess, the number of website visitors using mobile devices is far smaller for business to business websites than for the web in general, but it’ll have passed the ‘very significant’ level for many readers this year. According to Comscore, 77% of online minutes in the UK are now spent on mobile (!), although the majority of this may be within apps. My sample of clients’ websites is showing a doubling of mobile traffic share in the last three years, typically from 10–20% to 25–40%. No company can be totally representative, but here’s the chart for one client in engineering components that I’d say is pretty average:
As you can see, the number of visitors to this company’s website using a mobile device has risen from 14% to 26% in three years. The company does only a small amount of email marketing – which tends to drive more mobile traffic to a site – and does not have anything unusual about its activities.
If you’d like to investigate your own company’s mobile device traffic, a quick Google Analytics report that you can create is as follows. Go to custom reports and create a new report. Call it “Device Traffic Share” or something like that, and under “Dimensions” set “Device Category” and “Month of Year”. Under “Metrics”, set “Sessions”. Save the report and run it for, say, the past 2 or 3 years. Ignore the percentage figures by “sessions”, as these are the percentage of all traffic over the period. Change “Show rows” to include all the data (e.g. 500) and export to a spreadsheet. Here I would sort on “Device” + “Month”, then cut and paste so that the data for the three devices sits alongside each other. Add a total visits column, and one for the percentage of mobile visits, and you should have something like this, which can be turned into a chart: