With approximately 122 million website visits in October 2024, sportybet.com had the most traffic of any gambling website worldwide. Headquartered in Ghana, sportybet.com had more than 10 million visits than second-placed stake.com that month.

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.

The highest traffic share for news websites, in Romania in January 2025, such as hotnews.ro and digi24.ro in Romania came from mobile devices. By contrast, the desktop share of google.ro and facebook.com was roughly a third of visits.

In January 2025 mobile devices excluding tablets accounted for over 62 percent of web page views worldwide. Meanwhile, over 75 percent of webpage views in Africa were generated via mobile. In contrast, just over half of web traffic in North America still took place via desktop connections with mobile only accounting for 51.1 percent of total web traffic. While regional infrastructure remains an important factor in broadband vs. mobile coverage, most of the world has had their eyes on the recent 5G rollout across the globe, spearheaded by tech-leaders China and the United States. The number of mobile 5G subscriptions worldwide is forecast to reach more than 8 billion by 2028. Social media: room for growth in Africa and southern Asia Overall, more than 92 percent of the world’s mobile internet subscribers are also active on social media. A fast-growing market, with newcomers such as TikTok taking the world by storm, marketers have been cashing in on social media’s reach. Overall, social media penetration is highest in Europe and America while in Africa and southern Asia, there is still room for growth. As of 2021, Facebook and Google-owned YouTube are the most popular social media platforms worldwide. Facebook and Instagram are most effective With nearly 3 billion users, it is no wonder that Facebook remains the social media avenue of choice for the majority of marketers across the world. Instagram, meanwhile, was the second most popular outlet. Both platforms are low-cost and support short-form content, known for its universal consumer appeal and answering to the most important benefits of using these kind of platforms for business and advertising purposes.

Between December 2022 and January 2024, Duolingo was the online learning platform reporting the highest traffic, with a peak of 106 million visits to its websites in December 2023. Coursera ranked seconds, with the platform reaching a peak of 70 million visits in the examined period. The website TED.com (which stands for technology, entertainment, design) saw a peak of over 15 million visits in March 2023.

Between September and November 2023, Google.com ranked as the most visited website in Kenya, with nearly 170 million total visits. YouTube followed, totaling at just over 80 million visits, while Facebook had roughly 21 million visits that same period of time.

In March 2024, Google.com was the leading website in the United States. The search platform accounted for over 19 percent of desktop web traffic in the United States, ahead of second-ranked YouTube.com with 10.71 percent.

As of December 2024, the browser which recorded the highest web traffic in Romania was Google Chrome, followed by Safari. Samsung Internet surpassed Firefox, ranking third, accounting for approximately 3.4 percent of the internet traffic in the country.

During January 2025, mercadolibre.cl and falabella.com were the shopping websites with the highest organic traffic in Chile, with approximately 11 million visitors each. The website of the South American retailer paris.cl ranked third in organic traffic during the same month in its country of origin. In 2024, clothing was the most purchased category online in Chile.

In the measured time period, September 2024 saw the highest figures for online traffic to the C2C fashion marketplace depop.com. According to the data, desktop and mobile visits to depop.com reached 27.2 million visits that month.

In the second quarter of 2024, the share of visits to health and beauty e-commerce websites from social media referrals varied depending on the type of device used. Tablets had the highest traffic share of 19 percent, while desktops only had about one percent of visits.

The news website Tengrinews.kz had the highest average monthly traffic among the most popular local websites in Kazakhstan, having been frequented over 26 million times per month in 2023. It was followed by Gismeteo.kz, a weather forecast website, with around 19 million visits on average each month.

Black Friday is one of the busiest and most rewarding times for online businesses. During this special shopping day, e-commerce websites are often prone to high traffic volume. On November 29, 2021, Asia-Pacific's visits increased by five percent compared to the previous year. In turn, North America's site traffic during Black Friday grew by a half percent.

According to a report published by DataReportal, Android devices accounted for the highest share of web traffic on mobile phones in Thailand as of December 2023, amounting to 65.14 percent. This was followed by Apple IOS devices at 33.69 percent.

The devices which recorded the highest web traffic in February 2025 in Romania were mobile phones. By contrast, tablet devices had a share of web traffic of under one percent in the country at that time.

Across popular department stores in Australia, kmart.com.au recorded the highest website traffic in January 2025, with over 21.3 million website visits that month. bigw.com.au had the second-highest website traffic across the leading department store chain websites at almost 14.9 million site visits.

In the United States, digital products made up the e-commerce website category with the highest monthly traffic, with almost 26.8 million average visits per month in 2021. Consumer electronics was the second most visited site category, with nearly 20 million monthly average visits.

22 years after its “official” foundation by Larry Page and Sergey Brin, Google is no longer the small company it was when it started. It has now almost become synonymous with the Internet, and has not left the pole position of the most visited sites in the world and in France for a long time, with 1.113 million visits in December 2019 alone. Two other giants, Facebook and Amazon scored a total of two and 1.3 million visits that month, respectively.

In 2023, 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 32 percent of global web traffic in the most recently measured period, representing an increase of 1.8 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 two years, indicating a surge in the sophistication of cyber threats. Simultaneously, simple bad bots saw a 6 percent increase compared to the previous year, suggesting a shift in the landscape of automated threats. Meanwhile, areas like entertainment, and law & government face the highest amount of advanced bad bots, with more than 78 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 57.2 percent of the gaming segment's web traffic. Meanwhile, almost half of the online traffic for telecom and ISPs was moved by malicious applications. 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 financial services experienced notable levels of good bot traffic, demonstrating the diverse applications of benign automated systems across different sectors.

As of 2024, Chrome had the largest share of web traffic in the United Arab Emirates with approximately 75 percent. Safari had the second highest share of web traffic with 14.3 percent. All other browsers had less than three percent of web traffic each.