Mobile devices now serve 33.4% of total web pages viewed globally, claims a report by FIPP.

Mobile as a percentage of internet traffic

While mobile accounts for one third of total global web traffic, its share differs greatly between regions. In Africa, Asia, and the Middle East, mobile’s share is significantly higher than that of the Americas or Western Europe.

Mobile usage was found to be highest in Nigeria, where an astounding 76% of all web traffic took place from a mobile device. It was followed by India (65%), South Africa (57%), Indonesia (57%), and Poland with a 52% share, the highest of any European country. This was balanced by a lag in ‘older’ internet populations such as the UK and US, which saw only a 23% and 22% mobile share respectively.

Shifting Contents To Conversion

The report also analysed the content consumption habits of internet users on a worldwide basis, highlighting the growing importance of the social channel to online media owners. An estimated 2.1bn user accounts now exist across all social media platforms, representing 29% of the World’s total 7.2bn population, or two thirds of its online audience. Social Media now refers around 30% of total traffic to publisher websites – the same as search.

Social networking is now the second most popular medium in the world – either online or offline – behind television. In terms of global time spent on media, television still ranks first with a 23% share, followed by social networking (15%), traditional radio (10%), other online activities (10%) and gaming (7%).

Facebook remains the most popular social network with 65% of respondents saying they use it, followed by YouTube (57%), WhatsApp (27%), Twitter (21%), and Google+ (16%). Interestingly when it comes to news consumption, 62% of users said they use Twitter to find news, compared with only 38% on Facebook.