Almost two-thirds (64%) of total website traffic came from smartphones in 2020 – up 16% from 2019 – according to a new global study of 20 billion web sessions.
The study from Contentsquare, an experience analytics company, finds that despite the increase, the study finds that almost half (49%) of mobile users bounce back after viewing a single page.
Contentsquare’s “2021 Digital Experience Benchmark” also reveals that:
• the luxury sector dominated mobile in 2020, with 76% of industry visits coming from a mobile device
• this was closely followed by the beauty and clothing industries, whose smartphone users accounted for 72% and 70% respectively of all online visits
• Desktop computers continue to dominate in the financial services (57%) and B2B (81%) industries, where visitors tend to access sites on work computers or prefer a larger screen to conduct transactions
• screen views of the mobile application increased by 202%
The “2021 Digital Experience Benchmark” integrates global Contentsquare session data from some of the world’s leading brands. The anonymized dataset includes over 20 billion web sessions from over 900 websites around the world, providing unparalleled insight into previously misunderstood user behaviors.
Commenting on the results, Niki Hall, CMO at Contentsquare, said: “Digital teams and business leaders are already familiar with the mobile imperative – an imperative we’ve been designing for since Forrester began discussing a focus on mobile almost 10 years ago. The acceleration in the use of smartphones observed in 2020 is a reminder that to remain competitive today, you must offer a smooth experience on both your mobile site and your application.
“Smartphones are no longer just another way for visitors to interact and shop with your brand – they are becoming the preferred way for consumers to discover and research new products and services. And with nearly half of mobile users leaving your site before reaching page two, brands need to rely on customer intelligence to make sure the experiences they design match user goals and expectations.
The Contentsquare benchmark also found that the luxury sector dominated mobile in 2020, with 76% of visits to the sector coming from a mobile device. The beauty and clothing industries follow closely behind, with smartphone users accounting for 72% and 70% of all online visits, respectively.
However, research also reveals that desktop computers still dominate in the financial services (57%) and B2B (81%) industries, where visitors tend to access sites on work computers or prefer a larger screen. to carry out transactions.
The report also highlights the explosion in mobile app usage over the past year, which has seen the number of views on mobile app screens increase by + 202%. Time spent on mobile apps peaked at the start of the pandemic, with a + 91% increase in session time in March.
“Contentsquare’s annual benchmark of digital customer behaviors provides excellent insight into how web and app browsing trends vary dramatically from industry to industry and device to device.” said Zeus Kerravala, founder and senior analyst at ZK Research. “Each brand is unique, of course, but this aggregate data set allows teams to compare their CX’s performance against their industry benchmarks and see if they’re ahead or behind in the race for the perfect experience. . “
Research based on Contentsquare’s database of over 900 global websites to collect over 20 billion individual user sessions from January 1, 2020 to December 31, 2020. Data was collected and analyzed from interactions and desktop, mobile, tablet and mobile apps sessions. in 10 industries to learn more about the changing online experience and quantify the impact of COVID-19 on businesses last year.