It‘s no secret that internet usage has been steadily shifting from desktop to mobile devices over the past decade. We now live in an always-connected world where people rely on their smartphones for everything from communication to entertainment to shopping.
As of 2023, mobile devices including smartphones and tablets account for nearly 60% of global website traffic according to data from Statista. That‘s up from just 31% in 2015. Desktop traffic share has declined to 40% and continues to fall each year.
But what about the future? How much more will mobile traffic grow over the next year and beyond? What percentage of internet traffic will come from mobile devices in 2024?
To answer those questions, our team of data analysts dug into the latest mobile marketing statistics, traffic reports, and technology trend forecasts. This in-depth guide will provide you with detailed projections for the state of mobile internet traffic in 2024, along with advice for how to optimize your online presence for an increasingly mobile-first audience.
Key Mobile Traffic Statistics for 2023
Before we look to the future of mobile internet usage, let‘s examine some key data points that illustrate the current landscape as of 2023:
- Mobile devices account for 59% of global website traffic (Statista)
- In the US, 58% of web visits come from mobile (Perficient)
- Globally, there are 7.1 billion mobile internet users (DataReportal)
- Mobile traffic as a percentage of total web visits has increased 11% in the past year (Perficient)
- 79% of smartphone users have made an online purchase using their mobile device in the last 6 months (OuterBox)
- Google search queries on mobile now exceed desktop searches in most countries (BrightEdge)
- 65% of all email is first opened on a mobile device (Campaign Monitor)
- Mobile devices account for 65% of total time spent consuming digital media (Comscore)
These statistics paint a clear picture of just how dominant mobile has become in terms of internet usage and traffic. The majority of internet users are now primarily accessing the web through mobile devices, especially for activities like search, email, and ecommerce.
However, it‘s important to note that mobile traffic share varies significantly based on factors like age, location, and content type. For example, mobile traffic skews much higher for younger demographics, with nearly 85% of Gen Z saying they primarily access the internet via smartphone.
Meanwhile, B2B websites tend to have higher desktop traffic share compared to B2C sites, since many business purchase decisions still happen on traditional computers. The same is true for certain content categories like online courses and productivity apps.
Mobile vs Desktop Internet Usage by Time of Day
Another important dimension to analyze for mobile traffic trends is time of day. Mobile internet traffic share fluctuates significantly throughout the day based on user behaviors and lifestyles.
Research from Comscore found that mobile traffic spikes in the early morning, remains high throughout the day, and then tapers off in the evening as people wind down and switch to larger screen devices:
- 7am-9am: 72% mobile traffic
- 9am-12pm: 65% mobile traffic
- 12pm-4pm: 61% mobile traffic
- 4pm-8pm: 58% mobile traffic
- 8pm-11pm: 49% mobile traffic
Knowing these patterns can help you optimize your mobile strategy, such as timing marketing messages and social posts to align with peak mobile usage hours. It also reinforces the importance of having a responsive, mobile-friendly website that provides an excellent user experience at all hours.
How Mobile Technologies Drive Traffic Growth
Mobile internet traffic isn‘t just growing because more people own smartphones. The devices themselves are becoming more powerful and easier to access the web with. Emerging mobile technologies and infrastructure improvements are making it faster and more convenient than ever to browse on-the-go.
One of the biggest developments is the global rollout of 5G networks. 5G offers lightning-fast data speeds up to 100x faster than 4G, allowing people to load rich websites, stream high-definition video, and download content almost instantly from their phone.
By 2024, 5G availability is expected to reach 40% of the global population according to the GSMA. Faster speeds will eliminate many of the remaining barriers to mobile web adoption and make it even easier for people to rely on smartphones as their primary browsing device.
Unlimited data plans and offline access are also making mobile web usage more practical. A growing number of mobile carriers now offer unlimited data at affordable prices, reducing worries of overage charges for heavy internet use. At the same time, features like PWAs, caching, and offline reading lists are allowing users to access content even without an active data connection.
Mobile Traffic Projections for 2024
Now for the key question: What percentage of internet traffic will come from mobile devices in 2024?
Based on the data shared above and our analysis of traffic trends over the past few years, here is our projection:
By 2024, mobile devices will account for 62% of total internet traffic globally.
This represents modest but steady growth compared to the current 59% traffic share in 2023. Mobile traffic has increased an average of 2-3 percentage points per year, which should continue in the near-term as smartphone adoption rises and mobile technologies improve.
However, growth may begin to slow after 2024 as mobile traffic reaches a stable equilibrium with desktop. People will always rely on larger-screen devices for certain activities, especially those that require a lot of typing, multitasking, or concentration. So while smartphones will undoubtedly remain the primary internet access point, desktop is unlikely to fall below ~35% traffic share.
It‘s also likely that we‘ll see mobile traffic gains concentrate more heavily in emerging markets after 2024. Regions like Asia and Africa still have relatively low (but fast-growing) smartphone penetration rates, so the shift to mobile will be most pronounced there. Meanwhile, mature markets like the US and Europe may see mobile traffic level off in the 65% range as they reach saturation.
Preparing for a Mobile-First Future
Regardless of the exact number, it‘s clear that the future of the internet is mobile-first. To remain relevant with users, gain traffic, and drive conversions, your business needs to prioritize mobile experiences above all else.
Here are a few key strategies to consider:
- Build a mobile responsive website that adapts to any screen size
- Implement AMP or other mobile optimizations for faster load speeds
- Focus on streamlined, easy-to-navigate UX and content layouts
- Ensure your site and content follow best practices for mobile SEO
- Create mobile-specific ad campaigns and landing pages
- Develop an app or PWA to provide an app-like experience
- Personalize content, offers, and messaging by mobile device type
At the same time, don‘t ignore desktop users, who still make up a valuable segment of internet traffic. The key is to use responsive design and dynamic elements that optimize for each visitor‘s device and browsing context.
The Bottom Line
The mobile web isn‘t just a trend, it‘s the new default for how people access information and connect with brands online. Users expect smooth, seamless mobile experiences and will quickly abandon sites that aren‘t up to par.
By understanding shifts in mobile traffic patterns and preparing your site for the mobile-first future, you can get ahead of competitors and engage the fast-growing audience of smartphone users. Just make sure you‘re ready – 2024 will be here before you know it!
