Chart of the week – Mobile gains more ground on desktop

The convergence of mobile and desktop access to corporate websites continues, according to the latest Google Analytics Benchmark data from Bowen Craggs.

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Mobile device access to corporate websites continues apace, at the expense of desktop traffic. In seven years, the percentage of visits accessing the sites in our benchmark group via a mobile device has gone from 4% to 43%. Source: Bowen Craggs Google Analytics Benchmark Research 2020.

Key points:

  • The 2020 Benchmark research includes Google Analytics data from 27 companies and a total of 182 million sessions. Data for the 2020 research was collected between May 2019 and April 2020. Bowen Craggs has been collecting analytics data from participating companies on an anonymous basis since 2013.
  • The percentage of mobile sessions across the benchmark group has been steadily rising since 2013 and reached 43% in 2020, compared to 54% sessions on desktop.
  • This is only an average; there are big divergences according to industry. In energy and utilities, for example, the figures are 49% desktop and 48% mobile. For financial services, 77% of visits access via the desktop, compared to 20% on mobile. In the food and household sector, 55% of visits come via mobile, versus 42% on desktop.
  • At a high level, the convergence of mobile and desktop access figures means that more companies will need to address usability on mobile devices, while at the same time maintaining or improving the desktop experience. Due to the wide variations in data by sector, geography and audience groups, it is important to understand the figures for your company and plan accordingly.

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First published 24 June, 2020
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