Trovus Benchmark Research – Mobile Traffic

November 2012

Jaw-dropping benchmark figures on Mobile, iPad and Desktop browsing on B2B websites.

They say mobile is taking over the desktop..

Undisputedly, more and more people are using mobile devices (smartphones, iPads, tablets) to browse the internet.

But, is it true for B2B websites as well?

We have completed benchmark research by analysing B2B websites with an annual traffic of…

20million hits… …from industries such as legal, financial services,

pharmaceutical, and manufacturing.

Finding 1 - Mobile vs. desktop traffic

5.8%of traffic is coming from mobile devices.

iPads and iPhones dominate the traffic with a total share of

75% of all mobile traffic.

Finding 2 – The type of mobile/tablet traffic

Surge in the usage of iPads since the launch of the iPad 4 in 2012 (see graph below).

Finding 3 – The revolution of iPad traffic

Almost equal number of pages are looked at through tablets than desktops.

Finding 4 – The depth of engagement

If you think about your own behaviour (and what the iPad was invented for), we do browse more on iPads given the circumstances we use the device in.

Unlike mobile phones (we tend to use them for practical information, such as maps and phone numbers). We use iPads to surf the internet and this shows up in the stats too.

Finding 4 – The depth of engagement

Saturdays &

Sundays Even on corporate websites, the peak time activity from smartphones and iPads are on weekends!

Finding 5 – The days of engagement

..and between 9-10 pm..Finding 6 – The hours of engagement

Final comment – Data spread

Among all the B2B websites that we benchmarked, there were quite substantial differences in their statistics. Some of the websites had double the traffic than others from mobile devices!

Whilst there might be various reasons for this, digital and overall marketing strategy does have an impact on how your customer reacts and the type of engagement you generate.

3 things that you can do with this information

1. Compare yourself - let us compare your website against the benchmark.

2. Evaluate your digital content distribution strategy.

3. Build a business case - use benchmark figures to build a business case for digital communication investments.

If you are keen to compare your performance or just need some advice on this topic, please talk to your Account Manager or Fanni Vig at fanni.vig@trovus.co.uk

For more information..