Almost two-thirds (64%) of total website traffic came from smartphones in 2020, up +16% from 2019, according to a new global study by experience analytics company Contentsquare. But despite the increase, the research reveals that almost half (49%) of mobile users bounce after viewing just one page.
The ‘2021 Digital Experience Benchmark’ incorporates global Contentsquare session data from some of the world’s biggest brands (20 billion web sessions from over 900 websites around the world).
Contentsquare’s benchmark also found that the luxury sector dominated mobile in 2020, with 76% of the industry’s visits originating from a mobile device. Following closely behind were the beauty and apparel industries, which had smartphone users make up 72% and 70% of all online visits respectively.
However, the research also reveals that desktop still dominates in the financial services (57%) and B2B (81%) industries, where visitors tend to access sites on work computers or prefer larger screen size to complete transactions.
The report also highlights the explosion of mobile app usage in the last year, which has seen mobile app screen views increase by +202%. Time spent on mobile apps peaked at the start of the pandemic, with a +91% increase in session time in March.
Smartphones are no longer just another way for visitors to interact and shop with your brand — they’re becoming the preferred way for consumers to discover and research new products and services. And with almost half of mobile users exiting your site before they make it to the second page, brands should lean on customer intelligence to ensure the experiences they design match users’ goals and expectations.
Niki Hall, CMO, Contentsquare