Share of global mobile website traffic 2015-2021

Mobile accounts for approximately half of web traffic worldwide. In the fourth quarter of 2021, mobile devices (excluding tablets) generated 54.4 percent of global website traffic, consistently hovering around the 50 percent mark since the beginning of 2017 before consistently 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 48 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.