Perficient used the Google Analytics Benchmarking Feature to derive insights from trillions of site visits in the United and around the world. The research also divided the traffic metrics by industry to show how user behavior differed according to what device was in use.
Page Views Per Visitor
Page views per visitor is the average amount of pages a site visitor viewed in a visit.
For both USA and Global traffic, the page views per visitor metric went up in 2020 over 2019 for desktop visitors but declined for visitors on mobile devices.
Regarding the decline in Page Views Per Visitor for mobile, it may reflect a change in the context of where people are searching, which may have influenced what mobile users are looking for in 2020 during the pandemic.
The “where” part of the search activity might favor desktop sites since people are spending more time at home as well as working from home.
I asked Eric Enge of Perficient about the desktop increase in page views per visitors and he replied:
“My belief is that this relates to people being at home more. For those that have desktop devices as an option they’d be more likely to use devices with a larger screen and keyboard since they are handy.
Similarly, for desktop devices since they might have more time available, they’d be inclined to go a bit deeper in their research.”
Consumers are shopping from home more so that makes sense.
Of particular interest is that site visitors averaged one page more per visit on desktop devices than visitors on mobile devices for both years, 2019 and 2020. This trend held up for both USA and Global site visits.
Average Page Views Desktop Versus Mobile 2019
- Desktop 2019 3.59
- Mobile 2019 2.59
Average Page Views Desktop Versus Mobile 2020
- Desktop 2020 3.68
- Mobile 2020 2.54
Desktop Page Views Per Visitors Increased in 2020
- Desktop 2019 3.59
- Desktop 2020 3.68
Mobile Page Views Per Visitor Declined in 2020
- Mobile 2019 2.59
- Mobile 2020 2.54
Global Trends – Page Views Per Visitor
Globally the average page views trended upwards for desktop in 2020, from 3.75 page views in 2019 to 3.95 page views in 2020.
Mobile average page views decreased slightly from 2.68 pages to 2.67 pages.
2019 Average Page Views (based on 37.5 trillion visits)
- 2019 Desktop Average Page Views 3.75
- 2019 Mobile Average Page Views 2.68
2020 Average Page Views (based on 30.2 trillion visitors)
- 2020 Desktop Average Page Views 3.95
- 2020 Mobile Average Page Views 2.67
Average Time on Site
The Average time spent on site grew year over year for both Desktop and mobile. Obviously people spent more time on site in 2020 than they did in 2019 because of the pandemic.
But what’s notable is that the time on site measurements for visitors to desktop sites were nearly double that of mobile visitors for both 2019 and 2020.
This statistic (based on 5.7 trillion visits in 2019 and 5.0 trillion visits for 2020), seems to underline the fact that people tend to feel more comfortable researching on desktop sites than on mobile sites for long term engagement with a website.
While more people in general are on mobile, the data is clear that people tend to linger at least twice as long on desktop devices than on mobile devices.
Average Time on Site (measured in seconds)
2019 Average Time on Site:
- Desktop 2019 289.48
- Mobile 2019 136.40
2020 Average Time on Site:
- Desktop 2020 323.47
- Mobile 2020 158.21
Visits using a tablet device accounted for 3% of all total visits. The average time on site metrics were higher for tablet than mobile but lower than desktop, right in the middle area between the two devices (desktop and mobile).
Global Average Time on Site
The Global Average Time on Site metrics are based on 37.5 trillion visits in 2019 and 30.2 trillion visits in 2020.
- Desktop 2019 313.99
- Mobile 2019 154.37
- Desktop 2020 351.54
- Mobile 2020 160.13
Similar to the USA metrics for tablet devices, tablets accounted for 3% of total visits and occupied average time on site scores between desktop and mobile, higher than mobile but lower than desktop, right in the middle.
Perficient Research Study by Industry
The Perficient research breaks also down the metrics by niche and discovers subtle differences between global and United States trends.
The research concludes with four takeaways:
- Mobile experiences are continuing to improve
- Desktop remains very important.
- Compare your site’s behavior to industry norms
- Pay attention to page speed
The Perficient research breaks down the metric by niche so it may be helpful to visit the research page and compare your metrics to what the industry metrics are. If there’s a difference between where the industry is at then it may be time to consider what kinds of changes need to be made.
Read the Perficient Research
Mobile vs. Desktop Usage In 2020
Google December Product Reviews Update Affects More Than English Language Sites? via @sejournal, @martinibuster
Google’s Product Reviews update was announced to be rolling out to the English language. No mention was made as to if or when it would roll out to other languages. Mueller answered a question as to whether it is rolling out to other languages.
Google December 2021 Product Reviews Update
On December 1, 2021, Google announced on Twitter that a Product Review update would be rolling out that would focus on English language web pages.
Our December 2021 product reviews update is now rolling out for English-language pages. It will take about three weeks to complete. We have also extended our advice for product review creators: https://t.co/N4rjJWoaqE
— Google Search Central (@googlesearchc) December 1, 2021
The focus of the update was for improving the quality of reviews shown in Google search, specifically targeting review sites.
A Googler tweeted a description of the kinds of sites that would be targeted for demotion in the search rankings:
“Mainly relevant to sites that post articles reviewing products.
Think of sites like “best TVs under $200″.com.
Goal is to improve the quality and usefulness of reviews we show users.”
Continue Reading Below
Google also published a blog post with more guidance on the product review update that introduced two new best practices that Google’s algorithm would be looking for.
The first best practice was a requirement of evidence that a product was actually handled and reviewed.
The second best practice was to provide links to more than one place that a user could purchase the product.
The Twitter announcement stated that it was rolling out to English language websites. The blog post did not mention what languages it was rolling out to nor did the blog post specify that the product review update was limited to the English language.
Google’s Mueller Thinking About Product Reviews Update
Product Review Update Targets More Languages?
The person asking the question was rightly under the impression that the product review update only affected English language search results.
Continue Reading Below
But he asserted that he was seeing search volatility in the German language that appears to be related to Google’s December 2021 Product Review Update.
This is his question:
“I was seeing some movements in German search as well.
So I was wondering if there could also be an effect on websites in other languages by this product reviews update… because we had lots of movement and volatility in the last weeks.
…My question is, is it possible that the product reviews update affects other sites as well?”
John Mueller answered:
“I don’t know… like other languages?
My assumption was this was global and and across all languages.
But I don’t know what we announced in the blog post specifically.
But usually we try to push the engineering team to make a decision on that so that we can document it properly in the blog post.
I don’t know if that happened with the product reviews update. I don’t recall the complete blog post.
But it’s… from my point of view it seems like something that we could be doing in multiple languages and wouldn’t be tied to English.
And even if it were English initially, it feels like something that is relevant across the board, and we should try to find ways to roll that out to other languages over time as well.
So I’m not particularly surprised that you see changes in Germany.
But I also don’t know what we actually announced with regards to the locations and languages that are involved.”
Does Product Reviews Update Affect More Languages?
While the tweeted announcement specified that the product reviews update was limited to the English language the official blog post did not mention any such limitations.
Google’s John Mueller offered his opinion that the product reviews update is something that Google could do in multiple languages.
One must wonder if the tweet was meant to communicate that the update was rolling out first in English and subsequently to other languages.
It’s unclear if the product reviews update was rolled out globally to more languages. Hopefully Google will clarify this soon.
Google Blog Post About Product Reviews Update
Google’s New Product Reviews Guidelines
John Mueller Discusses If Product Reviews Update Is Global
Watch Mueller answer the question at the 14:00 Minute Mark
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