In the second quarter of 2025, mobile devices (excluding tablets) accounted for 62.54 percent of global website traffic. Since consistently maintaining a share of around 50 percent beginning in 2017, mobile usage surpassed this threshold in 2020 and has demonstrated steady growth in its dominance of global web access. 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.

In January 2025 mobile devices excluding tablets accounted for over ** percent of web page views worldwide. Meanwhile, over ** 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 **** 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 ***** billion by 2028. Social media: room for growth in Africa and southern Asia Overall, more than ** 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 ***** 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.

In November 2024, the majority of browser web traffic in the United States was generated via mobile phones. Additionally, traffic generated by laptop and desktop devices constituted a share of approximately **** percent, while tablet devices accounted for *** percent of the country's web traffic.

In January 2025, desktop devices accounted for around ** percent of total web pages served to web browsers in Czechia. Mobile devices had a share of over ** percent. Tablet devices represented approximately **** percent of web traffic.

In January 2025, mobile phones accounted for around ***** percent of the web traffic in Mexico. Desktop computers generated over ***** percent of the country's internet traffic, while tablets accounted for less than two percent.

As of the second quarter of 2025, ***** percent of web traffic in the United States originated from mobile devices, down from over ** percent in the last quarter of 2024. In comparison, over ********** of web traffic worldwide was generated via mobile in the last examined period.

In July 2024, mobile phones generated around 54 percent of the web traffic from web browsers in Italy. Traffic generated by laptop and desktop devices accounted for 43 percent of the total, while tablets only made up just over two percent of the internet traffic in the country during the examined period.

In February 2024, mobile devices accounted for approximately ***** percent of total web pages served to web browsers in Slovakia. Desktops' share amounted to ***** percent, while tablet devices represented only **** percent of web traffic.

As of August 2024, mobile phones accounted for ***** percent of total web pages served to web browsers in Poland. Tablet devices represented only **** percent of web traffic.

As of July 2025, mobile phones accounted for **** percent of web page views in Saudi Arabia. The United Arab Emirates ranked second, with mobile devices generating approximately ***** percent of web traffic. Poland, Portugal, and Malaysia saw less than ** percent of their national internet traffic coming from mobile devices. Additionally, Russia ranked last for mobile internet traffic as of the middle of 2025, as ***** percent of the total internet traffic in the country came from smartphones and internet connected mobile devices.

In December 2024, ***** percent of the internet traffic in Spain came through a mobile phone, whereas ***** percent came through a desktop computer or a laptop and **** percent through tablets. Other devices, such as gaming consoles, accounted for less than *** percent of overall internet traffic in the country.

Half of web traffic in Sweden was performed through laptops and desktop computers as of January 2024. Mobile phones were getting more popular, accounting for nearly ** percent of the total traffic. Tablets and other devices accounted for a much lower usage.

As of September 2024, more than 49 percent of internet traffic in France came through mobile phones. Desktop computers and laptops' share of internet traffic was around 48 percent. Other devices, such as tablets, accounted for about two percent of overall web traffic in France.

According to a report published by DataReportal, as of December 2024, mobile phones had the highest share of web traffic at ***** percent in Thailand. By comparison, the share of web traffic on laptops and desktop computers was around ** percent.

In February 2025, laptop and desktop devices generated around 54 percent of the web traffic from web browsers in the Netherlands. Traffic generated by mobile phones accounted for almost 44 percent of the total, while tablets only made up 1.99 percent.

In December 2024, about ** percent of web traffic in Saudi Arabia was through mobile phones. This corresponded to a growth of *** percent compared to the year before. Around ***** percent of the web traffic in the kingdom was through laptop and desktop computers.

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.

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

Laptop and desktop computers accounted for more than ** percent of the web traffic in Japan in December 2024. While mobile phones accounted for about ** percent of the web traffic, tablet devices made up a much smaller share.

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 *** percent in the country at that time.