The 2011

Web analyTics revieW

Hundreds of thousands of websites across the globe have participated in Googles 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. Data courtesy of Google. Data collected comes from websites which have specifically opted-in to share data anonymously.

average site metrics

Compared to a year ago, websites have seen reduced pages / visit, average time on site, as well as bounce rate. 11/1/09 - 2/1/10 11/1/10 - 2/1/11 Difference

pages/visit bounce rate avg. time on site

4.9 4.5 48.2% 47.0% 5:49 4:50

(-0.4) (-1.2%) (-0:26)

metrics breakdown by geography

Using data from Google, were 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.

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)

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

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

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

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

breakdown by traffic source

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 Pages/Visit Bounce Rate Avg. Time on Site

direct referral organic search cpc search

4.0 (-0.5) 5.0 (+0.1) 4.9 (-0.1) 5.6 (+0.0)

47.2% (-4.0%) 43.1% (-1.1%) 47.9% (-1.1%) 41.4% (-1.7%)

5:21 (-0:07) 6:36 (-1:48) 4:43 (+0:06) 3:57 (+0:07)

bounce rate distribution by country

The distribution below is annotated with a sampling of countries from different bounce rate groups. # of countries 50

Germany Japan Pakistan United States United Kingdom New Zealand

France Spain India South Korea Russia Cuba North Korea

40

30

20

Aruba
10

Greece Malta

Saint Lucia

China

0.30

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

traffic sources
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. 11/1/09 - 2/1/10 11/1/10 - 2/1/11 Difference

direct referral search engines other

36.5% 21.0% 27.0% 15.5%

36.8% 19.4% 28.0% 15.8%

(+0.3%) (-1.6%) (+1.0%) (+0.3%)

average time on site distribution by country

The distribution below is annotated with a sampling of countries from different time on site groups. Its interesting to note that the country groups in this distribution appear to be in the reverse order as those in the bounce rate distribution. # of countries 40

South Korea Japan

30

Russia Germany United Kingdom

Spain

20 China

United States Israel Aruba Bahamas

North Korea
10

British Virgin Islands

Saint Lucia Anguilla

240

280

320

360

400

440

480

520

560

600

640

680

720

760

800

average time on site (in seconds)

operating systems
Browsers and operating systems (OS) are identified by the referrer string sent by users browsers. 11/1/09 - 2/1/10 11/1/10 - 2/1/11 Difference

windows macintosh linux other

89.9% 4.5% 0.6% 5%

84.8% 5.2% 0.7% 9.3%

(-5.1%) (+0.7%) (+0.1%) (+4.3%)

goal conversion rate 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. # of countries 25

United Kingdom United States Germany India France

Russia The Netherlands

20

15

New Zealand Cuba

Luxembourg Austria Iceland Vatican City

10

Hong Kong Macau

Italy

0.50%

0.70%

0.90%

1.10%

1.30%

1.50%

1.70%

1.90%

2.10%

2.30%

2.50%

3+%

goal conversion rate

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