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.
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