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 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 December 2023, approximately 67 percent of the web traffic in Colombia was generated via mobile phones. Meanwhile, the web traffic via desktop computers reached over 32 percent. Overall, the fixed internet penetration rate in Colombia has been on the rise.

As of the last quarter of 2023, 31.57 percent of web traffic in the United States originated from mobile devices, down from 49.51 percent in the fourth quarter of 2022. In comparison, over half of web traffic worldwide was generated via mobile in the last examined period.

As of January 2024, mobile phones accounted for ** percent of web page views in Nigeria. Vietnam ranked second, with mobile devices generating approximately **** percent of web traffic. Belgium, Portugal, and Canada, saw less than ** percent of their national internet traffic coming from mobile devices. Additionally, Japan ranked last for mobile internet traffic as of the beginning of 2024, **** percent of the total internet traffic in the country came from smartphones and internet connected mobile devices.

In December 2023, mobile devices generated approximately 60 percent of the web traffic in Panama. Meanwhile, 38.7 percent of the Central American country's web traffic came from desktop computers. According to forecasts, about three million Panamanians were expected to be mobile internet users by 2024.

In December 2023, mobile devices generated nearly 68 percent of web traffic in Guatemala. Meanwhile, almost 31 percent of the country's internet access came from desktop computers, as tablets accounted for approximately one percent during the examined month.

The statistic shows the share of data center traffic in 2017. 77 percent of all data traffic took place within the same data center.

In January 2024, ChatGPT online domain chat.openai.com registered over **** percent of its traffic as originating in the United States. Users based in India generated approximately **** percent of the total visits to the chatbot platform, while users in Indonesia accounted for *** percent of the total visits to the website. Visits from Brazil represented the fourth-largest group for the platform, generating more than **** percent of the total traffic recorded in the examined period.

According to a study focusing on travel and hospitality websites worldwide, mobile users accounted for most online visitors to such web pages in 2024. That year, mobiles generated **** percent of all the online traffic in the travel and hospitality market. That said, in 2024, the average conversion rate of travel and hospitality websites was higher among desktop users.

Desktop computers accounted for the majority of the web traffic in Hungary until 2020. However, in 2021, mobile devices took the lead and by 2024, they accounted for nearly ** percent of the internet traffic.

In December 2023, desktop computers generated over 50 percent of the web traffic in Peru. Meanwhile, mobile phones accounted for around 46 percent of the country's traffic. By comparison, tablets and consoles generated less than one percent of the country's web traffic.

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 42.3 percent, while tablet devices accounted for 2.2 percent of the country's web traffic.

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.

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.

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.

In December 2023, nearly 86 percent of the web traffic in Haiti was generated via mobile phones, having the highest share for this type of device among South American and Caribbean countries across 2023. Meanwhile, desktop computers accounted for approximately 11.6 percent.

In December 2023, mobile phones generated around 52.6 percent of Uruguay's web traffic. Desktop computers accounted for up to 46.6 percent of the country's internet traffic, while tablets generated less than one percent of the web traffic in the country during the examined period.

In December 2023, desktop computers generated over 50 percent of the web traffic in Ecuador. Mobile devices followed, accounting for approximately 48.7 percent of the country's internet traffic, while tablet devices accounted for around one percent of the country's total web traffic during the examined month.

In December 2023, around 40.5 percent of the internet traffic in Venezuela was generated via desktop computers, while web traffic via mobile phones reached around 57.6 percent. Meanwhile, tablets accounted for around 1.87 percent of the country's internet access during the last examined month.