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 62 percent of web page views worldwide. Meanwhile, over 75 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 51.1 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 8 billion by 2028. Social media: room for growth in Africa and southern Asia Overall, more than 92 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 3 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 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.

In January 2024, ChatGPT online domain chat.openai.com registered over 19.4 percent of its traffic as originating in the United States. Users based in Indonesia generated approximately 11.7 percent of the total visits to the chatbot platform, while users in Indonesia accounted for 6.3 percent of the total visits to the website. Visits from Brazil represented the fourth-largest group for the platform, generating more than five percent of the total traffic recorded in the examined period.

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.

In July 2024, nearly 70 percent of web traffic to ebay.com was done from the United States. The majority of U.S. eBay users (51 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 three-fifths of its website traffic came from smartphones. Desktops accounted for the remaining traffic share, at nearly two-fifths.

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.

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 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.

As of January 2024, mobile phones accounted for 87 percent of web page views in Nigeria. Vietnam ranked second, with mobile devices generating approximately 86.5 percent of web traffic. Belgium, Portugal, and Canada, saw less than 43 percent of their national internet traffic coming from mobile devices. Additionally, Japan ranked last for mobile internet traffic as of the beginning of 2024 - 37.6 percent of the total internet traffic in the country came from smartphones and internet connected mobile devices.

In 2023, the majority of website traffic was still generated by humans but bot traffic is constantly increasing. Fraudulent traffic through bad bot actors accounted for 57.2 percent of web traffic in the gaming industry, a stark contrast to the mere 16.5 percent of bad bot traffic in the marketing segment. On the other hand, entertainment, food and groceries, and financial services were also categories with notable percentages of good bot traffic.

In January 2025, mobile phones accounted for around 81.29 percent of the web traffic in Mexico. Desktop computers generated over 17.89 percent of the country's internet traffic, while tablets accounted for less than two percent.

In 2023, around 42.5 percent of all website traffic in Oceania was generated through mobile phones, slightly down from 46 percent in December of the previous year. Mobile currently accounts for more than half of all global web pages served.

In December 2023, mobile phones generated around 60 percent of the web traffic in Jamaica. Meanwhile, desktop computers accounted for 36.32 percent, while tablet devices represented around three percent. Furthermore, it has been forecast that the number of mobile internet users in the country will increase in the coming years, reaching around 2.1 million users by 2024.

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 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.

Recent website traffic data revealed that the majority of website visits on desktop and mobile to onbuy.com came from online search with approximately 63.5 percent in September 2020. Direct visits had the second largest share with 24 percent. In contrast, mail constituted only one percent of all website visits to OnBuy.com.

In July 2023, laptop and desktop devices generated around 56.47 percent of the web traffic from web browsers in Norway. Traffic generated by mobile phones accounted for 41.8 percent of the total, while tablets only made up 1.71 percent.