Mobile accounts for approximately half of web traffic worldwide. In the last quarter of 2024, mobile devices (excluding tablets) generated 62.54 percent of global website traffic. Mobiles and smartphones consistently hoovered around the 50 percent mark since the beginning of 2017, before surpassing it in 2020. Mobile traffic Due to low infrastructure and financial restraints, many emerging digital markets skipped the desktop internet phase entirely and moved straight onto mobile internet via smartphone and tablet devices. India is a prime example of a market with a significant mobile-first online population. Other countries with a significant share of mobile internet traffic include Nigeria, Ghana and Kenya. In most African markets, mobile accounts for more than half of the web traffic. By contrast, mobile only makes up around 45.49 percent of online traffic in the United States. Mobile usage The most popular mobile internet activities worldwide include watching movies or videos online, e-mail usage and accessing social media. Apps are a very popular way to watch video on the go and the most-downloaded entertainment apps in the Apple App Store are Netflix, Tencent Video and Amazon Prime Video.

According to the results of a survey conducted worldwide in 2023, nearly half of responding digital marketers believed artificial intelligence (AI) would have a positive impact on website search traffic in the next five years. Some 20 percent stated AI would have a neutral effect, while 30 percent agreed that the technology would negatively impact search traffic.

In December 2022, the National Football League's (NFL) website NFL.com reached 96.43 million visits. Traffic to the sporting association's web page is at it's highest between September, when the NFL schedule begins on weekend after Labor Day in the United States, until January, a month before the Super Bowl.

Google dominated the Egyptian web traffic. As of November 2022, close to 97.5 percent of the web traffic was referred via this search engine. Bing was its closest competitor, with only 1.5 percent. Yahoo! came in third place, with a share of almost 0.3 percent.

In 2023, Google was the most used search engine in Morocco, accounting for around 97 percent of the web traffic. The next most used search engine was Bing, which made up approximately two percent of web traffic in Morocco. The number of people using the internet in Morocco stood at 31.6 million in 2022, the fourth highest amount of internet users in Africa.

In March 2024, search platform Google.com generated approximately 85.5 billion visits, down from 87 billion platform visits in October 2023. Google is a global search platform and one of the biggest online companies worldwide.

As of 2019, direct traffic accounts for the largest percentage of website traffic worldwide, with a share of 55 percent. Additionally, search traffic accounts for 29 percent of worldwide website traffic.

In terms of website traffic, Shein ranked 123rd globally in May 2024, securing the leading spot in the fashion apparel category. Direct traffic accounted for 58.6 percent of its web traffic, indicating the Chinese fast-fashion conglomerate's growing brand awareness among global consumers. Nonetheless, the traffic share of organic searches remained modest at 17.7 percent, reflecting the necessity of enhancing keyword optimization.

In 2020, Google was the most popular online search engine in Puerto Rico, accounting for approximately 91.7 percent of web traffic. It was followed by Microsoft's Bing, with a 4.8 percent share that year. In addition, Google also concentrated most of the web traffic in the Dominican Republic.

Direct online search was the main channel for online marketplace traffic in Mexico, Colombia, Peru, and Chile in the third quarter of 2022. On average, 41.2 percent of online visits to marketplaces in these countries came from searches made directly on their websites. Organic search was the leading referring source for online food retailers, at about 34.8 percent.

Google was by far the most popular online search engine in Colombia in 2020, accounting for almost 98 percent of web traffic. Microsoft's Bing ranked second with slightly over one percent of share during the period. Moreover, Google Chrome concentrated most of the web traffic in Colombia.

Chrome accounted for around 85 percent of the web traffic in Algeria in November 2023, representing the most popular browser in the country. Despite accounting for a significantly lower share, Safari was the second-leading browser used in Algeria, as it made up roughly 5.5 percent of the web traffic. Firefox followed, with a share of 2.6 percent.

In 2024, around 54.82 percent of the web traffic in Brazil was generated via mobile device, while the web traffic via desktops increased to 44.35. Meanwhile, Google was the dominant search engine in the South American country, accounting for more than 97 percent of the market share.

As of February 2025, Google was the search engine with the most referrals to webpages in Ghana. It accounted for over 97 percent of the web traffic in the country. This was followed by Bing and Yahoo!, with 2.4 percent and 0.1 percent of the traffic, respectively.

In September 2023, Google was the most popular online search engine in Chile with a market share of over 95 percent. Microsoft's Bing ranked second with 2.85 percent of share throughout that period. Furthermore, Google Chrome was used by approximately eight out of ten Chilean internet users.

As online shopping experienced an exponential growth during the months of the COVID-19 induced lockdown in France, the source wanted to measure the share of search traffic of the different cosmetic websites. Thus, we note that around 24 percent of visits to Beautysuccess.fr come from search traffic, that is to say, visits made coming from search engines such as Google.

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 March 2024, canva.com accounted for over 3.26 percent of referral traffic to Google.com. Google's second-largest referral traffic driver was epicgames.com, which generated 3.11 percent of referral traffic to the search platform Google.

In December 2023, Google was the search engine with the majority of web traffic referrals in Nigeria. It accounted for over 99 percent of the web traffic in the country. Following this were Bing and Yahoo!, with 0.4 percent and 0.04 percent of the traffic, respectively.

In January 2024, users who reached Reddit.com from links displayed after launching a research on search engines like Google or Yahoo generated over 4.6 billion visits. Between April 2022 and January 2024, search traffic volumes to Reddit experienced a positive trend.