Some 12.6% of total website traffic was generated via mobile device in the fourth quarter of 2011, up 102% from the 6.3% recorded a year earlier, according to the Walker Sands Quarterly Web Traffic Report.
Google's Android operating system was the top smartphone OS during the period, accounting for nearly one-half of all mobile traffic to websites.
Below, other findings from The Walker Sands Quarterly Web Traffic Report, based on the analysis of Web data across a wide range of B2B and B2C clients in multiple industries.
The reported 4Q11 levels were 3.3 percentage points (PPs) higher (or 22%) than the 10.3% reported in the previous quarter.
The following chart highlights the steady growth in in mobile Web traffic over the past year:
The above data are based on averages, but information from individual websites (among clients of Walker Sands) is interesting to note:
- The site with the smallest percentage of mobile activity recorded 4.7% of total Web traffic arriving via mobile in 4Q11.
- The site with the biggest percentage of mobile activity recorded 24.9% of all traffic arriving via mobile during the quarter.
Nearly one-half (46%) of website traffic arrived via Android device in the fourth quarter, up 19 PPs from 27% one year earlier. Meanwhile, 31% of mobile traffic arrived via iPhone, down 17 PPs from 48% in 4Q10.
The iPad has changed the mobile playing field considerably: 16% of mobile traffic arrived via iPad during the quarter, up 6PPs from 10% a year earlier.
Only 4% of website traffic arrive to sites via BlackBerry in 4Q11.
About the data: Findings from the Walker Sands Quarterly Web Traffic Report are based on the analysis of Web data across a wide range of B2B and B2C clients in multiple industries in the fourth quarter of 2011.