General data recollected for the studio " Analysis of the Quantitative Impact of Social Networks on Web Traffic of Cybermedia in the 27 Countries of the European Union". Four research questions are posed: what percentage of the total web traffic generated by cybermedia in the European Union comes from social networks? Is said percentage higher or lower than that provided through direct traffic and through the use of search engines via SEO positioning? Which social networks have a greater impact? And is there any degree of relationship between the specific weight of social networks in the web traffic of a cybermedia and circumstances such as the average duration of the user's visit, the number of page views or the bounce rate understood in its formal aspect of not performing any kind of interaction on the visited page beyond reading its content? To answer these questions, we have first proceeded to a selection of the cybermedia with the highest web traffic of the 27 countries that are currently part of the European Union after the United Kingdom left on December 31, 2020. In each nation we have selected five media using a combination of the global web traffic metrics provided by the tools Alexa (https://www.alexa.com/), which ceased to be operational on May 1, 2022, and SimilarWeb (https:// www.similarweb.com/). We have not used local metrics by country since the results obtained with these first two tools were sufficiently significant and our objective is not to establish a ranking of cybermedia by nation but to examine the relevance of social networks in their web traffic. In all cases, cybermedia whose property corresponds to a journalistic company have been selected, ruling out those belonging to telecommunications portals or service providers; in some cases they correspond to classic information companies (both newspapers and televisions) while in others they refer to digital natives, without this circumstance affecting the nature of the research proposed.
Below we have proceeded to examine the web traffic data of said cybermedia. The period corresponding to the months of October, November and December 2021 and January, February and March 2022 has been selected. We believe that this six-month stretch allows possible one-time variations to be overcome for a month, reinforcing the precision of the data obtained. To secure this data, we have used the SimilarWeb tool, currently the most precise tool that exists when examining the web traffic of a portal, although it is limited to that coming from desktops and laptops, without taking into account those that come from mobile devices, currently impossible to determine with existing measurement tools on the market. It includes:

Web traffic general data: average visit duration, pages per visit and bounce rate Web traffic origin by country Percentage of traffic generated from social media over total web traffic Distribution of web traffic generated from social networks Comparison of web traffic generated from social netwoks with direct and search procedures

Online conversion rates of e-commerce sites were the highest in the skincare sector, at ****percent in the second quarter of 2025. Food & beverage followed, with a *** percent conversion rate. For comparison, the average conversion rate of e-commerce sites across all selected sectors stood at *** percent. How does conversion vary by region and device? The conversion rate, which indicates the proportion of visits to e-commerce websites that result in purchases, varies by country and region. For instance, since at least 2023, e-commerce sites have consistently recorded higher conversion rates among shoppers in Great Britain compared to those in the United States and other global regions. Furthermore, despite the increasing prevalence of mobile shopping worldwide, conversions remain more pronounced on larger screens such as tablets and desktops. Online shopping cart abandonment on the rise Recently, the rate at which consumers abandon their online shopping carts has been gradually rising to more than ** percent in 2025, showing a higher difficulty for e-commerce sites to convert website traffic into purchases. In 2024, food and beverage was one of the product categories with the lowest online cart abandonment rate, confirming the sector’s relatively high conversion rate. In the United States, the primary reason why customers abandoned their shopping carts is that extra costs such as shipping, tax, and service fees were too high at checkout.

Difference uses Google Analytics as the Baseline. Results based on Paired t-Test for Hypotheses Supported.

In November 2024, Google.com was the most popular website worldwide with 136 billion average monthly visits. The online platform has held the top spot as the most popular website since June 2010, when it pulled ahead of Yahoo into first place. Second-ranked YouTube generated more than 72.8 billion monthly visits in the measured period. The internet leaders: search, social, and e-commerce Social networks, search engines, and e-commerce websites shape the online experience as we know it. While Google leads the global online search market by far, YouTube and Facebook have become the world’s most popular websites for user generated content, solidifying Alphabet’s and Meta’s leadership over the online landscape. Meanwhile, websites such as Amazon and eBay generate millions in profits from the sale and distribution of goods, making the e-market sector an integral part of the global retail scene. What is next for online content? Powering social media and websites like Reddit and Wikipedia, user-generated content keeps moving the internet’s engines. However, the rise of generative artificial intelligence will bring significant changes to how online content is produced and handled. ChatGPT is already transforming how online search is performed, and news of Google's 2024 deal for licensing Reddit content to train large language models (LLMs) signal that the internet is likely to go through a new revolution. While AI's impact on the online market might bring both opportunities and challenges, effective content management will remain crucial for profitability on the web.

Host country of organization for 86 websites in study.

Industry vertical of organization for 86 websites in study.

Website type for the 86 websites in study.

Comparison of definitions of total visits, unique visitors, bounce rate, and session duration conceptually and for the two analytics platforms: Google Analytics and SimilarWeb.

In 2024, most of the global website traffic was still generated by humans, but bot traffic is constantly growing. Fraudulent traffic through bad bot actors accounted for 37 percent of global web traffic in the most recently measured period, representing an increase of 12 percent from the previous year. Sophistication of Bad Bots on the rise The complexity of malicious bot activity has dramatically increased in recent years. Advanced bad bots have doubled in prevalence over the past 2 years, indicating a surge in the sophistication of cyber threats. Simultaneously, the share of simple bad bots drastically increased over the last years, suggesting a shift in the landscape of automated threats. Meanwhile, areas like food and groceries, sports, gambling, and entertainment faced the highest amount of advanced bad bots, with more than 70 percent of their bot traffic affected by evasive applications. Good and bad bots across industries The impact of bot traffic varies across different sectors. Bad bots accounted for over 50 percent of the telecom and ISPs, community and society, and computing and IT segments web traffic. However, not all bot traffic is considered bad. Some of these applications help index websites for search engines or monitor website performance, assisting users throughout their online search. Therefore, areas like entertainment, food and groceries, and even areas targeted by bad bots themselves experienced notable levels of good bot traffic, demonstrating the diverse applications of benign automated systems across different sectors.

The table displays the growth or decline in activities in the media category in France, after the coronavirus (Covid-19) outbreak, during the time period between the **** of February and **** of March 2020, compared to the numbers generated before the outbreak from January *** to February **** 2020. During the week up until the **** of March, the results for the online traffic showed a growth of ** percent. The average duration of a session rose by around *** percent and the page visits per sessions by around ** percent.
The following week, the traffic continued to grow up to ** percent, however the average session duration fell to ******. The page visit per session also saw a deflation of around ** percent, compared to the previous week.

During the week between the **** and **** of March, the overall traffic was lower than the previous week (**** percent) and compared to the week in January. The average session duration decreased a little.

The same source analyzed the overall traffic for other industries, reporting a traffic decline of around **** percent for online banks and insurance activity between the *** and **** of March, 2020. More information about

According to a study focusing on travel and hospitality websites worldwide, desktop users recorded a higher average conversion rate than mobile users in that market in 2024. That year, while the conversion rate from desktop was almost *** percent, just *** percent of visitors who accessed travel websites via mobile finalized their booking. That said, mobiles generated the highest traffic share of travel and hospitality websites worldwide in 2024.

In 2024, nih.com was the most-visited healthcare website worldwide, with an average of ************** visits per month. Healthline.com was ranked second with *********** visits, followed by mayoclinic.org with ************** average accesses.

Zillow.com was the most-visited real estate website worldwide in 2024, with an average of ************* visits per month during the measured period. Leboncoin.fr ranked second, with ***** million monthly visits, while Carigslist.org ranked third, with ***** million average accesses.

After the outbreak of the coronavirus (Covid-19) the source has analyzed overall online activites for the telecommunications sector in France during the time period between the **** of February and **** of March 2020, compared to the numbers generated before the outbreak from January *** to February **** 2020. The results for the online traffic up until the **** of March, showed a decline of around *** percent. The average duration of a session fell by around **** percent and the page visits per sessions by around ** percent. Conversion rates and the number of purchase sessions also saw a downfall in activity. Notably, The number of purchase sessions fell down to approximately ** percent. The following week the traffic had made a positive development (up to **** percent) but the average session duration continued to decline, reaching a value of ****** percent. The total conversion was at ***** percent on the negative side, bewteen the **** and **** of March, 2020. During the week between the **** and **** of March, the overall traffic worsened a little, compared to the previous week. The conversion rate declined again to ****** percent as of the 29th.

The source also analyzed the data for the media industry, calculating a traffic rise of about ** percent as of March 22, 2020. More information about

After the outbreak of the coronavirus (Covid-19) the source has analyzed overall online activites for the automobile sector in France during the time period between the **** of February and **** of March 2020, compared to the numbers generated before the outbreak from January *** to February **** 2020. The results for the online traffic up until the **** of March, showed a decline of around *** and a half percent. The average duration of a session fell by around ***** percent and the page visits per sessions rose by around **** percent. The following week the traffic had made a drastic fall (down to ** percent), the average session duration continued to decline, reaching a value of ****** percent. The total conversion was at ****** percent on the negative side, bewteen the **** and **** of March, 2020. During the week between the **** and **** of March, the overall traffic worsened a little, compared to the previous week. The conversion rate declined again to ***** percent as of the 29th.

The source also analyzed the data for the media industry, calculating a traffic rise of about ** percent as of March 22, 2020. More information about

The table displays the growth or decline in activities in the energy sector in France, after the coronavirus (Covid-19) outbreak, during the time period between the **** of February and **** of March 2020, compared to the numbers generated before the outbreak from January *** to February **** 2020. For the week up until the **** of March, the results for the online traffic showed a growth of **** percent. The average duration of a session declined by around ** percent and the page visits per sessions by around ** percent. The following week, the traffic fell to about ***** percent and a decline in the average session duration as well as the page visit per session was also obersved.

During the week between the **** and **** of March, the overall traffic was lower than the previous week (***** percent) and compared to the week in January. The average session duration performed around ** percent better than the week before.

The same source analyzed the overall traffic for other industries, reporting a fall of about *** percent for banks and insurances between the **** and **** of March, 2020. More information about

How much time do people spend on social media?

              As of 2024, the average daily social media usage of internet users worldwide amounted to 143 minutes per day, down from 151 minutes in the previous year. Currently, the country with the most time spent on social media per day is Brazil, with online users spending an average of three hours and 49 minutes on social media each day. In comparison, the daily time spent with social media in
              the U.S. was just two hours and 16 minutes. Global social media usageCurrently, the global social network penetration rate is 62.3 percent. Northern Europe had an 81.7 percent social media penetration rate, topping the ranking of global social media usage by region. Eastern and Middle Africa closed the ranking with 10.1 and 9.6 percent usage reach, respectively.
              People access social media for a variety of reasons. Users like to find funny or entertaining content and enjoy sharing photos and videos with friends, but mainly use social media to stay in touch with current events friends. Global impact of social mediaSocial media has a wide-reaching and significant impact on not only online activities but also offline behavior and life in general.
              During a global online user survey in February 2019, a significant share of respondents stated that social media had increased their access to information, ease of communication, and freedom of expression. On the flip side, respondents also felt that social media had worsened their personal privacy, increased a polarization in politics and heightened everyday distractions.

After the outbreak of the coronavirus (Covid-19) the source has analyzed overall online shopping activites for the online cosmetic industry in France during the time period between the **** of February and **** of March 2020, compared to the numbers generated before the outbreak from January *** to February **** 2020. For the week up until the **** of March, the results for the online traffic showed a downfall of approximately ** percent. The average duration of a session declined by around ** percent and the page visits per sessions by around ** percent. The conversion rate and the total conversion were also in decline.

The following week, a clear shift on the positive side was observed for the average session duration, with a ***** percent growth. The conversion rate crossed the ** percent line indicating a trend in the cosmetics category.

During the week between the **** and **** of March, the overall traffic improved a little, compared to the previous week. The conversion rate declined again from around ** percent as of **** of March to ** percent as of the 29th.

More information about

How many people use social media?

              Social media usage is one of the most popular online activities. In 2024, over five billion people were using social media worldwide, a number projected to increase to over six billion in 2028.

              Who uses social media?
              Social networking is one of the most popular digital activities worldwide and it is no surprise that social networking penetration across all regions is constantly increasing. As of January 2023, the global social media usage rate stood at 59 percent. This figure is anticipated to grow as lesser developed digital markets catch up with other regions
              when it comes to infrastructure development and the availability of cheap mobile devices. In fact, most of social media’s global growth is driven by the increasing usage of mobile devices. Mobile-first market Eastern Asia topped the global ranking of mobile social networking penetration, followed by established digital powerhouses such as the Americas and Northern Europe.

              How much time do people spend on social media?
              Social media is an integral part of daily internet usage. On average, internet users spend 151 minutes per day on social media and messaging apps, an increase of 40 minutes since 2015. On average, internet users in Latin America had the highest average time spent per day on social media.

              What are the most popular social media platforms?
              Market leader Facebook was the first social network to surpass one billion registered accounts and currently boasts approximately 2.9 billion monthly active users, making it the most popular social network worldwide. In June 2023, the top social media apps in the Apple App Store included mobile messaging apps WhatsApp and Telegram Messenger, as well as the ever-popular app version of Facebook.

During a 2024 survey among marketers worldwide, around 86 percent reported using Facebook for marketing purposes. Instagram and LinkedIn followed, respectively mentioned by 79 and 65 percent of the respondents.

              The global social media marketing segment

              According to the same study, 59 percent of responding marketers intended to increase their organic use of YouTube for marketing purposes throughout that year. LinkedIn and Instagram followed with similar shares, rounding up the top three social media platforms attracting a planned growth in organic use among global marketers in 2024. Their main driver is increasing brand exposure and traffic, which led the ranking of benefits of social media marketing worldwide.

              Social media for B2B marketing

              Social media platform adoption rates among business-to-consumer (B2C) and business-to-business (B2B) marketers vary according to each subsegment's focus. While B2C professionals prioritize Facebook and Instagram – both run by Meta, Inc. – due to their popularity among online audiences, B2B marketers concentrate their endeavors on Microsoft-owned LinkedIn due to its goal to connect people and companies in a corporate context.