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.

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

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.

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.

As of November 2021, in over ** percent of cases, Hungarians accessed the tabloid site, blikk.hu using mobile devices. Furthermore, Hungarians mostly used their phones to read online news on websites such as index.hu or origo.hu. By comparison, mobile devices accounted for less than ** percent of YouTube's web traffic over the same period.

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 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.

In March 2025, visits to Groupon.com in the United States mainly originated from mobile devices. Around ************ of its website traffic came from smartphones. Desktops accounted for the remaining traffic share, at nearly **********.

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.

The highest traffic share for news websites, in Romania in ************, 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 ******* of visits.

In December 2024, the share of web pages served to web browsers on mobile devices in Israel was **** percent. This represents more than half of all web traffic in the country, and a slight increase from the previous year. Overall, the share of web pages served on mobile devices grew steadily over the period from a baseline of **** percent in December 2014.

In May 2022, **** percent of e-commerce traffic in the Middle East region was generated through direct visits. Traffic generated through search witnessed a growth in the region in the years 2020 and 2021.

A study released in June 2025 that looked at about 82,000 websites found that Google was responsible for almost ** percent of the traffic generated to these domains. Direct traffic corresponded to around **** percent of the investigated websites' traffic volume. While traditional search engines like Bing and social networks like Facebook represented larger shares, ChatGPT overtook Reddit and LinkedIn with a slightly larger share, indicating an increase in traffic from these platforms.

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 ** percent, while desktops only had about *** percent of visits.

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

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, **** 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 **** percent.

Mobile phones comprised the majority of website visits to Groupon.es in **********. Around ************** of visits came from mobile devices, while the other quarter came from desktop computers.