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 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.

A study released in March 2025 that looked at about 35,000 websites found that online search channels were responsible for almost ** percent of the traffic generated to these domains. By the time of this study, direct traffic corresponded to around **** percent of visits to the analyzed websites. Meanwhile, large language models (LLMs) like ChatGPT and Gemini corresponded to around *** percent of the verified traffic, representing a share just below e-mail platforms.

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 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 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 July 2024, nearly ** percent of web traffic to ebay.com was done from the United States. The majority of U.S. eBay users (** percent) preferred desktop devices when visiting the site. Aside from Canada, in the other analyzed countries, mobile remained the preference for users accessing ebay.com.

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.

As of July 2025, approximately **** percent of the total web traffic in Asia came from a mobile device. That was a slight increase from the previous year, when mobile devices accounted for about **** percent of the total web traffic in the region.

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

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.

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.

According to a 2024 study, **** percent of the monitored website traffic worldwide in 2023 was classified as fraudulent. This represents a ** percent increase from the previous year, when fake traffic made up **** percent of all traffic around the world.

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.

As of December 2024, mobile phones had the largest percentage of web pages served to web browsers, accounting for over ** percent of web traffic in South Korea. Laptops and desktop computers followed with around ** percent, while tablet devices only generated less than *** percent of online traffic.

In 2024, the single country with the highest share of online traffic to farfetch.com was the United States (***** percent). The United Kingdom followed, ranking second with about **** percent of farfetch.com web traffic coming from the country, followed by Brazil with **** percent.

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 data collected in the first half of 2021, five leading tech firms accounted for more than half of global data traffic. Google accounted for around ******* of global data traffic, with its share including traffic driven by its subsidiary video platform YouTube. Google is followed by Facebook with a share of around ** percent, while Netflix accounts for around * percent of traffic.

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