Study Finds Mobile Traffic Quadrupled In Last Two Years

Walker Sands' Quarterly Web Traffic Report Shows About 1 in 4 Website Hits Now Come From Mobile Devices

CHICAGO – January 8, 2013 – Walker Sands, a rapidly growing public relations and digital marketing agency for B2B and technology companies, today released its Quarterly Web Traffic Report. The study found 23 percent of total website visits in December 2012 derived from mobile devices, an 84 percent increase over December 2011, and a 283 percent increase over January 2011.

"Mobile traffic is increasing at a significant rate each year. In January 2011, we found mobile traffic accounted for only six percent of total website visits. Now, nearly two years later, mobile accounts for nearly a quarter of all website visits," explains John Fairley, Director of Web Services and Social Media at Walker Sands. "Mobile is no longer an option, but a necessity. Companies must develop a user-friendly mobile site to keep pace with traffic that consistently doubles year-over-year."

Mobile Browsing by Device

The study also examined web traffic by operating system and device, finding Apple iOS holds a majority of mobile traffic at 52 percent, with Android OS at 43 percent of traffic. An increase in iPhone and iPad traffic contributes to a significant five percent gain in mobile traffic share, stretching the Apple iOS lead over Android OS to nine percent. Apple iOS devices led Android OS in mobile traffic by one percent at the end of 2011.

"This Apple iOS mobile traffic surge happened much in thanks to the releases of the iPhone 5 in late September and iPad Mini in late October," said Daniel LaLoggia, Digital Marketing Manager at Walker Sands. "Android's share slipped a little, but its big surge came in the beginning of 2012 with its latest device release. Blackberry, driving only two percent of total mobile traffic, is nearly irrelevant now."

Total mobile traffic segmented by device:


  • iPhone: 35 percent of mobile traffic, up from 31 percent in 2011
  • iPad & iPad Mini: 17 percent of mobile traffic, up from 16 percent in 2011
  • Android OS: 43 percent of mobile traffic, down from 46 percent in 2011
  • Blackberry: two percent of mobile traffic, down from four percent in 2011


Apple's iPad Lacking in Market Share

The study also found that although actual traffic from Apple's iPad grew 140 percent from the end of 2011 to the end of 2012, its market share of mobile traffic increased a mere one percent despite excitement over the arrival of the iPad Mini and growing tablet ownership.

"The main takeaway is that businesses must be conscious that there are now four possible screen sizes from which users will view their site -- desktops, full tablets, smaller tablets and smartphones," Fairley added. "A site design that renders correctly on each device is crucial for success in developing a mobile presence."

Discovering Your Website's Mobile Traffic

With mobile traffic at record-high levels, it is crucial to ensure your site is mobile-friendly. For a step-by-step guide to determine your own mobile traffic, visit How to Measure Mobile Website Traffic.

Walker Sands Quarterly Web Traffic Report

The Walker Sands Quarterly Web Traffic Report is compiled to determine significant web trends. The report is conducted by examining web analytics data across a wide range of B2B and B2C clients in multiple industries.

About Walker Sands

Walker Sands Communications is a full-service marketing and public relations firm offering service to B2B and technology companies ranging from startup to enterprise-level. With offices in Chicago and San Francisco, Walker Sands was founded in 2001 to provide marketing and public relations support for a wide array of companies with the business mission of providing best-in-class communications counsel. In 2012, Walker Sands was named a PR News and Bulldog Reporter finalist for Small Agency of the Year. To learn more, visit