Walker Sands, a public relations and digital agency for B2B and technology companies, found that 29 percent of client Web site traffic came from mobile devices in the second quarter of 2013, up 73 percent since the same period last year and 244 percent since 2011. No Web site in the study saw a decline in the number of visits from mobile devices over the past year.
"Since we started compiling the Quarterly Mobile Traffic Report in 2011, there has been a steady increase in the percent of total Web visits coming from mobile devices," said John Fairley, director of Web services at Walker Sands, in a statement. "While it is not surprising, these results demonstrate the importance of mobile engagement for every industry, not just consumer brands as most people expect."
The study also analyzed Web site traffic by operating system and device. The percent of mobile traffic coming from iPhones increased significantly year over year, up 12 percent from the second quarter in 2012, while traffic from every other device and operating system declined, including iPad, Android, and Blackberry.
Mobile traffic was segmented by device as follows:
- iPhone: 43 percent of mobile traffic, up 12 percent from the second quarter in 2012;
- Android: 40 percent of mobile traffic, down 2 percent from the second quarter in 2012;
- iPad and iPad Mini: 15 percent of mobile traffic, down 5 percent from the second quarter in 2012;
- BlackBerry: 1 percent of mobile traffic, down 1 percent from the second quarter in 2012.
While traffic from iPads declined since last year, mobile traffic from iPhones spiked substantially, allowing Apple to maintain its lead with 57 percent of total mobile traffic coming from iOS devices, up from 51 percent in the second quarter in 2012.
"Consumers have a variety of mobile devices to choose from, especially on the Android operating system," said Daniel Laloggia, digital marketing manager at Walker Sands, in a statement. "Despite Android's wider selection of smartphones and range of price points, Apple remains the device of choice for the majority of consumers browsing online. However, the major takeaway for businesses is consumers are increasingly using mobile as a primary browsing device, so it's important to make your site easy and accessible from any size screen or device."