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Web Traffic From Mobile Devices Up 78% Year Over Year

by Ayaz Nanji  |  
June 20, 2013

Nearly one-fourth (24%) of total website traffic came from mobile devices in the first quarter of 2013—up 78% from the same time in 2012 and 109% since 2011, according to a recent report from Walker Sands.

The Quarterly Mobile Traffic Report, based on data from a sample of Walker Sands' B2B and B2C clients in multiple industries, also found that mobile traffic to websites increased less than one percentage point between 4Q12 and 1Q13.

That finding was in line with traffic patterns from previous years: Growth is typically flat in the first quarter following a spike in the late fourth quarter that coincides with an increase in mobile phone purchases during the holidays.

Mobile Traffic Segmented by Device

  • Android devices accounted for 42% of mobile traffic to the websites examined in 1Q13, down from 45% in 1Q12.
  • iPhones: 36% of mobile traffic in 1Q13, up from 29% in 1Q12.
  • iPads and iPad Minis: 18% of mobile traffic in 1Q13, consistent with 18% in 1Q12.
  • BlackBerrys: 2% of mobile traffic in 1Q13, down from 3% in 1Q12.

About the research: The report was based on data from a sample of a dozen of Walker Sands' B2B and B2C clients in multiple industries. The websites are US based, but the traffic analyzed was for all visitors, US and non-US. Mobile platform percentage breakdown did not equal 100% because devices such as Windows Mobile and Symbian were not displayed due to low volume.

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by David Rossi Thu Jun 20, 2013 via web

    This data feels really fishy when the breakout of devices only happens with iOS devices and not Android. Why is this?

  • by Seshu Thu Jun 20, 2013 via web

    Interesting to see blackberry and android drops and we at mKonnekt firmly believe that mobile is the way to go about and we are creating an ecosystem around our mKonnekt platform for better customer engagement...

  • by Ayaz Nanji Thu Jun 20, 2013 via web

    David, I think the study didn't break out Android devices because there are so many variations of them -- and also many variations of which version of the Android OS they're running.

    This TechCrunch article does a good job of talking about the hardware aspect -- showing how many models are on the market right now. It's pretty wild:

  • by Gracious store Thu Jun 20, 2013 via web

    As more people get mobile devices, the chances are that they will do most of of their searches on those devices irrespective of the OS of the devices.

  • by David Rossi Thu Jun 20, 2013 via web

    Hi Ayaz, definitely there are a lot of Android devices out there bu this was entirely about OS. So, Android is an OS, and has a zillion flavors (tellingly the most prevalent is a version that's four years old), as is iOS, and there are several flavors of that.

    That's why I find this information in this article useless, because it chooses a shoddy way to show Android as having a greater share of the web, until that is you add up "devices". so what is this? An article about devices? Then show tablets and phone shares of all platforms (where is Windows?). An article about OS? Then show the breakdown of OS *only*, not segmenting just one, which makes this look like a desired outcome is being reached.

    That's my only issue. But thanks for sharing that link.

  • by rachel Sat Jun 22, 2013 via web

    i think blacjberry will show a great increase in 2014. i dont know how google penguin effects this ;

  • by Daljeet Kaur Fri Dec 13, 2013 via web

    Use of Smartphones is increased in few years. most of the people use mobile phones for social media , and for other work,. So its a great way now to generate web traffic from mobile devices. For this you should always take care about the website design that it should be responsive so that it can adjust itself on any device and show good results.

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