Mobile is an important and growing traffic source for all publishers, but just how much traffic does it represent?
I was curious where things currently stand so I pulled mobile traffic figures from SimilarWeb for a variety of well-known brands.
I started with the sites surveyed in my post on search and social traffic and then added several more newspaper, magazine and content sites, for a total of 70 brands.
These are all sites that we currently work with so I’m going to keep the titles anonymous. But if you have a SimilarWeb PRO subscription you can pull this data for any site.
On average, for the past six months (May-October 2014) mobile visits accounted for 40% of total site traffic for this group.
Here’s a breakdown by percentile. The highest figure was 70% and the lowest was 25%:
|Average Mobile Traffic||Number of Sites|
|Less than 20%||0|
I also divided the sites into topical categories to see if there were any significant differences. Here are the averages for each category:
|Category||Average Mobile Traffic (May-Oct 2014)|
|Fashion and Beauty||42%|
|Home and Lifestyle||39%|
An added note is that sites with a younger demographic tended to have a higher mobile percentage. There was not a consistent pattern for sites with a larger male or female audience.