The 2011

Hundreds of thousands of websites across the globe have participated in Google’s ongoing study of web browsing behavior. So far, the results of the study have been very insightful. For example, global bounce rates and average time-on-site metrics are decreasing. In the operating systems wars, the Macintosh market share is steadily growing, while the Windows market share is dropping. Dig into the data presented below to discover global web usage trends.

Web analyTics revieW

d e s i g n e d b y d a t a c o u r t e s y o f

United Statespages / visit: 4.7 (-0.1)bounce rate: 45.2% (-6.1%)avg. time on site: 6:06 (-0:10)

Brazilpages / visit: 4.1 (-0.1)bounce rate: 47.8% (-2.9%)avg. time on site: 5:20 (+0:03)

Chinapages / visit: 4.1 (-0.1)bounce rate: 58.2% (+1.0%)avg. time on site: 3:46 (+0:37)

Japan

pages / visit: 3.9 (-0.1)bounce rate: 48.6% (-9.0%)avg. time on site: 3:47 (-2:59)

France

pages / visit: 4.4 (-0.4)bounce rate: 49.7% (+1.4%)avg. time on site: 4:40 (-0:08)

United Kingdom

pages / visit: 4.9 (-0.3)bounce rate: 41.5% (+0.2%)avg. time on site: 5:38 (-0:27)

Using data from Google, we’re able to breakdown site metrics at the country level. A few examples are presented below. The metrics for each country represents data from the date range

11/1/10-2/1/11. The parenthesized number is the year-over-year delta compared to a year ago.

metrics breakdown by geography

The distribution below is annotated with a sampling of countries from different “time on site” groups. It’s interesting to note that the country groups in this

distribution appear to be in the reverse order as those in the bounce rate distribution.

40

30

20

10

0240 280 320 360 400 440 480 520 560 600 640 680 720 760 800

# of countries

average time on site (in seconds)

United StatesIsrael

British VirginIslands

Saint LuciaAnguilla

ArubaBahamas

GermanyUnited Kingdom

RussiaJapanSpain

South Korea

North KoreaChina

average time on site distribution by country

The metric most loved by marketers is perhaps the “conversion rate.” Here is the worldwide distribution of Google Analytics “goal conversion rate” by country.

25

20

15

10

00.50% 0.70% 0.90% 1.10% 1.30% 1.50% 1.70% 1.90% 2.10% 2.30% 2.50% 3+%

# of countries

goal conversion rate

5

MacauHong Kong

GermanyUnited States India

United Kingdom

FranceThe NetherlandsRussia

CubaNew Zealand

AustriaLuxembourg

Iceland

Italy

Vatican City

goal conversion rate distribution by country

The distribution below is annotated with a sampling of countries from different bounce rate groups.

50

40

30

20

10

00.30 0.32 0.34 0.36 0.38 0.40 0.42 0.44 0.46 0.48 0.50 0.52 0.54 0.56 0.58

bounce rate

ArubaSaint Lucia

GreeceMalta

United StatesUnited KingdomNew Zealand

GermanyJapanPakistan

FranceSpainIndia

South KoreaRussiaCubaNorth Korea

China

# of countries

bounce rate distribution by country

11/1/09 - 2/1/10 11/1/10 - 2/1/11 Difference

average site metrics

4.948.2%5:49 4:50 (-0:26)avg. time on site

47.0% (-1.2%)bounce rate

4.5 (-0.4)pages/visit

Compared to a year ago, websites have seen reduced pages / visit, average time on site, as well as bounce rate.

Pages/Visit Bounce Rate Avg. Time on Site

breakdown by traffic source

4.0 (-0.5)

5.0 (+0.1)

4.9 (-0.1) 47.9% (-1.1%)

5.6 (+0.0) 41.4% (-1.7%)cpc search

organic search

43.1% (-1.1%)referral

47.2% (-4.0%)direct

4:43 (+0:06)

3:57 (+0:07)

6:36 (-1:48)

5:21 (-0:07)

Traffic sources below are identified by how the “source” and “medium” parameters are received by the Google Analytics collecting servers. For detailed descriptions of what these designations refer to, please visit: bit.ly/kluCpX. The values below represent the

metric for the date range 11/1/10-2/1/11. The parenthesized number is the year-over-year delta compared to a year ago

traffic sources

11/1/09 - 2/1/10 11/1/10 - 2/1/11 Difference

36.5%21.0%27.0% 28.0%15.5% 15.8%other

search engines

19.4%referral

36.8%direct

(+1.0%)

(+0.3%)

(-1.6%)

(+0.3%)

Traffic sources below are identified by how the “source” and “medium” parameters are received by the Google Analytics collecting servers. For detailed

descriptions of what these designations refer to, please visit: bit.ly/kluCpX.

operating systems

11/1/09 - 2/1/10 11/1/10 - 2/1/11 Difference

89.9%4.5%0.6% 0.7%5% 9.3%other

linux

5.2%macintosh

84.8%windows

(+0.1%)

(+4.3%)

(+0.7%)

(-5.1%)

Browsers and operating systems (OS) are identified by the “referrer” string sent by users’ browsers.

Data courtesy of Google. Data collected comes from websites which have specifically opted-in to share data anonymously.

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