Nearly two-thirds (64%) of all website traffic in 2020 came from smartphones, up 16% from 2019, according to a new global study of 20 billion web sessions.
A study by experience analytics firm Contentsquare revealed that nearly half (49%) of mobile users bounce after viewing just one page.
Contentsquare’s 2021 Digital Experience Benchmark also reveals:
• The luxury sector dominated mobile in 2020, with 76% of industry visits coming from mobile devices.
• Beauty and apparel closely followed, with smartphone users accounting for 72% and 70% of all online visits.
• Desktops remain dominant in the financial services (57%) and B2B (81%) industries, with visitors accessing sites on work computers or preferring a larger screen size to complete transactions. I have.
• Mobile app screen views increased by 202%
The 2021 Digital Experience Benchmark incorporates global Contentsquare session data from some of the world’s largest brands. The anonymized dataset includes more than 20 billion of his web sessions from over 900 websites worldwide, providing unparalleled insight into previously misunderstood user behavior. increase.
Commenting on the findings, Contentsquare CMO Niki Hall said: The acceleration in smartphone usage observed in 2020 is a reminder that to remain competitive today, mobile he must offer a seamless experience across both sites and apps. ”
“Smartphones are no longer just a way for visitors to interact with and shop with brands; they are becoming the preferred way for consumers to discover and research new products and services. With nearly half of users leaving their site before reaching the second page, brands must rely on customer intelligence to ensure that the experiences they design align with user goals and expectations.”
Contentsquare’s benchmark also found that the luxury sector will dominate mobile in 2020, with 76% of industry visits coming from mobile devices. The beauty and apparel industries followed closely behind, with smartphone users accounting for 72% and 70% respectively of all online visits.
However, the survey also found that desktops continue to dominate the financial services (57%) and B2B (81%) industries.
The report also highlights the explosive growth in mobile app usage last year, with a 202% increase in mobile app screen views. Time spent on mobile apps peaked at the start of the pandemic, and session time in March increased by 91%.
Zeus Kerravala, Founder and Principal Analyst at ZK Research, said: Of course, every brand is unique, but this aggregated dataset allows teams to compare their CX performance against sector benchmarks to see if they are ahead or behind in the race for the perfect experience. can. ”
methodology
Research based on Contentsquare’s database of over 900 global websites to collect over 20 billion individual user sessions from January 1, 2020 to December 31, 2020. Data were collected and analyzed from desktop, mobile, tablet, and mobile app interactions and sessions. Join us across 10 industries to learn about the evolution of online experiences and quantify the impact of COVID-19 on your business last year.
