Google Analytics Mobile Vs Desktop

Google Analytics Mobile Vs Desktop – This study is a comprehensive review of web usage on mobile and desktop. In this year’s study, we compare 2019 and 2020 traffic patterns in the US and globally. Also include tablet usage statistics.

The data in this study was taken from the Google Analytics Benchmarking feature, which provides aggregated industry data from companies that share their data.

Google Analytics Mobile Vs Desktop

Google Analytics Mobile Vs Desktop

Mobile devices drove 61% of visits to US websites in 2020, up from 57% in 2019. Desktops accounted for 35.7% of all visits in 2020, and tablets drove the remaining 3.3% of visitors.

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Globally, 68.1% of all website visits in 2020 came from mobile devices – up from 63.3% in 2019. Desktops accounted for 28.9% of visits, while 3.1% of visitors came from tablets. However, desktops are still very important, driving 53.3% of the total time on site in the US and 46.4% of the total time on site globally.

The following chart provides an in-depth overview of mobile and desktop usage in 2020. Tablet data is also included.

The most common statistic is the number of visits that come from mobile devices. The following table details the percentage of mobile versus desktop visits websites received in 2019 and 2020.

The immediate observation shows a higher percentage of cell phone usage when comparing the global view and the US. These findings are not surprising given how many countries primarily use mobile devices. Even in the US alone, mobile visits are significantly more than computer visits.

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Here we see that the total aggregate time on site for desktop exceeds mobile, even in the global view. Simply put, larger screens and keyboards offer greater convenience when doing in-depth research, following entertainment and for many other activities compared to mobile devices.

Based on this, we 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 mobile sessions. This pattern is further confirmed when we compare bounce rates for desktop and mobile devices:

Google Analytics Mobile Vs Desktop

As expected, we see higher bounce rates on mobile devices. Bounce is defined as a session where the user visits only one page, but it does not necessarily mean that they are low value pages.

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For example, sessions on a mobile device may include users who are literally mobile and fulfilling an immediate need, such as searching for directions to a new city or looking up a phone number or address. However, people may be more inclined to use the desktop if they want to read multiple pages or do in-depth research.

Aggregate pageviews favor mobile devices, mainly because the percentage of visits is higher. We see a different story when we compare pageviews per visit for desktop versus mobile:

Pageviews per visit are highest for desktops. Interestingly, tablet pageviews per visit are higher than mobile devices (but lower than desktop), likely because tablets are widely used for reading and entertainment.

Mobile’s share of total visits continues to grow at a steady pace, but desktop devices still have the most total time on site.

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This next section takes an in-depth look at usage trends across desktop and mobile devices. Break it down into market segments, both US and global.

Here we see that desktop use is greatest in the US in all categories. The difference between the US and global in the business and industrial category is an interesting pattern – US computing usage is almost twice as large for the global view, while the gap in computing usage between the US and global in the travel and transportation category is quite small.

This provides a quick look at the dominant mobile market categories, such as News, Food & Drink, People & Society, Sports, Beauty & Fitness, Shopping, and Arts & Entertainment. The categories are listed in descending order.

Google Analytics Mobile Vs Desktop

However, desktop devices still lead many areas, including business and industry, computers and electronics, jobs and education, science, internet and telecommunications, and social networks (also listed in descending order).

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Mobile leads in the share of visits in all market categories except computers and electronics. Interestingly, social networks have a relatively high share of desktop visits in global and US data views.

Here tablets show a strong advantage in books and literature and games. Mobile time on the site trails desktop in all categories except books and literature. The metrics show similar trends from a global perspective:

Globally, tablets still lead in books and literature and games, and desktops still lead in every other category. But as expected, we see a much stronger display from mobile devices.

This data shows that Americans using desktop devices spend more time focusing on gaming and eating and drinking, but outside the US, users spend more time on sports, books and literature, and in online communities.

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Americans still spend more time on topics related to food and drink, but real estate is also a key category. Global users spend significantly more time than Americans in online communities and on social networks and finance.

Mobile has the highest bounce rate in all industries except food and beverage, where desktop leads. Tablets show the lowest bounce rate in all categories except books and literature and real estate.

Just like in the US, mobile has the highest rejection rate in most categories. Desktop is higher in food and beverage, and desktop and mobile are tied to finance and online communities.

Google Analytics Mobile Vs Desktop

The desktop has the most pages per visit, apart from games, books and literature and online communities. The mobile phone scores the highest for online communities and the tablet has the most pages per visit for the other two categories.

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Global data is the same as US data – tablets deliver games and books and literature, and mobile delivers online communities.

Mobile user interfaces are getting better and users are getting more used to them. Being mobile friendly is important in any industry – it’s the biggest source of traffic in almost all of them.

How can you use this information to inform your digital marketing strategy? Here are four of our best observations and ideas.

Mobile user interfaces are getting better and users are getting used to them. Being mobile friendly is important in any industry, as it is the biggest source of traffic for almost everyone.

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Use data to find out where your industry users are coming from. Desktop is still the primary source of traffic in some markets. Additionally, use your analytics to determine which types of devices are the source of most of your conversions. For example, your visits may come from a mobile device, but your conversions may come from a desktop device.

Consider designing your mobile site before designing the desktop site. Instead of coding your desktop site and then writing stylesheets to shrink it to a smartphone form factor, design your mobile site first. Then you can figure out how to take advantage of the larger screen real estate available on a desktop platform as a second step.

Important Note: We’re not saying this because the desktop is dead—it’s still very important. But it is much easier to get a mobile user interface on the desktop than to get a desktop interface on a smartphone.

Google Analytics Mobile Vs Desktop

Industry data still suggests that most conversions continue to happen on desktop across many industries, so keep an eye on your desktop site.

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If you’re in an industry where 75% or more of your conversions come from desktop, consider offering mobile users the ability to provide contact information, save shopping carts, or implement functionality that allows them to postpone a conversion until later. time (perhaps on a desk).

The reason is that users may not want to handle complicated forms and/or enter their credit card information on a mobile device. With tracking, they can come back on a desktop device and convert at a more convenient time. If you are open to this idea, test it carefully first to see which one gives better results.

If the average percentage of mobile visitors in your industry is 60% and your website is 35%, this may indicate a problem, such as a slow mobile site. If there is a large delta between your website and industry standards, take the time to understand why.

Google’s Core Web Vitals algorithm will go live in May 2021. This new algorithm includes ranking data based on:

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SEO may not be the main reason to worry about your website speed. This SEO Mythbusting video I made with Google’s Martin Splitt explains why.

Why is page speed so important then? Data published by Google says that 53% of visits to mobile sites are abandoned if pages take more than three seconds to load. This data also tells us that the average mobile page takes 19 seconds to load on a 3G device.

While this is great, let’s dig deeper and consider the data published by Deloitte Digital. This chart shows the effect of speeding up your page load time by 0.1 second:

Google Analytics Mobile Vs Desktop

The bottom line is that users don’t like slow websites. Perhaps more importantly, users like websites with faster performance. That alone is reason enough to focus your attention on speeding things up.

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Not sure which services best solve your business challenge? Let us help. Contact our digital marketing experts to see how we can help you drive your business’ bottom line. Test a distribution

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