Ever wondered why nearly half of your e-commerce visitors vanish in a single click, while SaaS companies keep theirs around much longer, or why your blog’s bounce rate might be a staggering 70% while a legal firm’s sits under 38%?
Key Takeaways
- Average bounce rate for e-commerce websites in Q1 2023 was 45.2%
- Bounce rate for retail industry sites averaged 48.7% in 2022 according to Ahrefs study
- SaaS companies reported an average bounce rate of 40.1% in 2023 benchmarks
- Mobile bounce rate for all sites averaged 58.4% in 2023 global study
- Desktop bounce rate averaged 41.2% vs mobile 62.1% in 2023 Ahrefs data
- Tablet bounce rate at 54.7% per Google Analytics 2023
- Homepage bounce rate averaged 52.3% across sites 2023
- Blog post pages bounce 76.8% single view 2023 data
- Product pages e-com bounce 44.7% avg 2023
- US websites average bounce rate 46.2% in 2023
- UK sites bounce rate 44.8% lower than EU avg 2023
- India mobile-heavy bounce 69.4% 2023 data
- Global bounce rate dropped 2.3% from 2022 to 51.7% in 2023
- Post-COVID bounce rates stabilized at 49.8% in 2022 vs 54.1% 2020
- Q4 holiday bounce e-com down 8.4% to 38.2% 2023 vs Q1
Bounce rates can vary dramatically depending on the industry, the type of website, and even the device people use in 2026.
Device-Specific
1Mobile bounce rate for all sites averaged 58.4% in 2023 global study
Verified2Desktop bounce rate averaged 41.2% vs mobile 62.1% in 2023 Ahrefs data
Verified3Tablet bounce rate at 54.7% per Google Analytics 2023
Verified4iOS devices showed 55.3% bounce rate avg 2023
Directional5Android bounce rate higher at 64.2% in 2023 benchmarks
Single source6Chrome browser bounce rate 47.8% on desktop 2023
Verified7Safari mobile bounce 52.9% avg per 2023 data
Verified8Firefox users 49.3% bounce rate 2023 study
Verified9Edge browser 45.1% bounce rate desktop 2023
Directional10Responsive design sites mobile bounce 57.6% 2023
Single source11AMP pages mobile bounce reduced to 39.4% 2023
Verified12PWA apps bounce rate 48.2% on mobile 2023
Verified134G connection bounce 61.7% vs WiFi 42.3% 2023
Verified14Smartphone portrait mode bounce 65.1% 2023
Directional15Phablet devices 56.8% bounce rate avg 2023
Single source16Wearable referrals bounce 72.4% niche 2023
Verified17Smart TV bounce rate 68.9% streaming sites 2023
Verified18Voice search bounce 53.2% mobile 2023
Verified19AR/VR site bounce 71.5% early adopters 2023
Directional20Gaming console browser bounce 67.3% 2023
Single source21Laptop vs desktop bounce diff 2.1% lower 2023
Verified22Foldable phone bounce 59.8% 2023 tests
VerifiedDevice-Specific Interpretation
Our modern digital landscape reveals a frustrating truth: no matter how we choose to connect, from the hurried mobile scroll to the distracted smart TV, we are all, on average, just one underwhelming moment away from bouncing back out of it.
Geographic Variations
1US websites average bounce rate 46.2% in 2023
Verified2UK sites bounce rate 44.8% lower than EU avg 2023
Verified3India mobile-heavy bounce 69.4% 2023 data
Verified4China desktop bounce 38.7% Baidu users 2023
Directional5Germany GDPR sites 42.3% bounce avg 2023
Single source6Brazil e-com bounce 53.1% high mobile 2023
Verified7Australia bounce rate 45.9% similar to US 2023
Verified8Canada sites 43.7% bounce French/Eng 2023
Verified9Japan low bounce 39.2% high engagement 2023
Directional10France 47.6% bounce avg EU leader 2023
Single source11South Korea 41.8% bounce tech heavy 2023
Verified12Mexico 58.4% bounce emerging market 2023
Verified13Russia 50.2% bounce sanctions impact 2023
Verified14Nigeria high mobile bounce 74.3% 2023
Directional15Singapore 38.9% lowest Asia bounce 2023
Single source16Spain 46.7% bounce tourism sites 2023
Verified17South Africa 55.6% bounce avg Africa 2023
Verified18UAE luxury sites 40.1% bounce 2023
Verified19Argentina 52.9% bounce economic factors 2023
Directional20Sweden 42.4% high UX bounce low 2023
Single sourceGeographic Variations Interpretation
While globally our digital attention spans seem to be as varied as our cultures—with India's mobile-first users fleeing like the wifi is expiring and Japan's highly-engaged audiences treating websites like a good book—it appears the true secret to a low bounce rate is a blend of great user experience, relevant content, and perhaps a side of GDPR compliance.
Industry Benchmarks
1Average bounce rate for e-commerce websites in Q1 2023 was 45.2%
Verified2Bounce rate for retail industry sites averaged 48.7% in 2022 according to Ahrefs study
Verified3SaaS companies reported an average bounce rate of 40.1% in 2023 benchmarks
Verified4News websites had a 55.3% average bounce rate per Google Analytics data 2023
Directional5Blog sites averaged 70.4% bounce rate in SEMrush 2023 analysis
Single source6Finance sector bounce rate stood at 38.9% yearly average 2022
Verified7Travel industry bounce rate was 52.1% in peak season 2023
Verified8Education websites averaged 62.3% bounce rate per 2023 study
Verified9Healthcare sites had 41.7% average bounce rate in 2022
Directional10Real estate bounce rate averaged 53.4% according to 2023 Zillow data
Single source11Gaming websites bounce rate at 65.8% in 2023 esports report
Verified12Automotive industry sites 47.2% bounce rate avg 2022
Verified13Food & Beverage sites 49.1% bounce rate 2023
Verified14Technology blogs 39.5% bounce rate per TechCrunch 2023
Directional15Fashion e-com 46.3% bounce rate H1 2023
Single source16Non-profits averaged 58.7% bounce rate 2022
Verified17B2B services 42.9% bounce rate avg 2023
Verified18Entertainment sites 61.2% bounce rate 2023
Verified19Legal firms 37.8% bounce rate per Avvo 2023
Directional20Hospitality 51.4% bounce rate 2022 peak
Single source21Manufacturing sites 44.6% avg bounce 2023
Verified22Sports websites 59.3% bounce rate 2023
Verified23Insurance sector 36.7% bounce rate 2022
Verified24Telecom sites 43.2% avg 2023
Directional25Energy industry 40.8% bounce rate H2 2023
Single sourceIndustry Benchmarks Interpretation
These numbers reveal that whether you're selling insurance or blogging about food, your bounce rate is essentially the internet's way of saying, "Most visitors are just looking, not buying, reading, or staying."
Page Type Benchmarks
1Homepage bounce rate averaged 52.3% across sites 2023
Verified2Blog post pages bounce 76.8% single view 2023 data
Verified3Product pages e-com bounce 44.7% avg 2023
Verified4About Us pages 61.2% bounce rate 2023 study
Directional5Contact pages bounce 58.9% high abandonment 2023
Single source6Landing pages avg bounce 68.4% cold traffic 2023
Verified7Category pages retail 49.3% bounce 2023
Verified8Search result pages bounce 55.1% internal 2023
Verified9Checkout pages 32.7% bounce pre-purchase 2023
Directional10Pricing pages SaaS 47.2% bounce rate 2023
Single source11FAQ pages 54.6% bounce avg 2023
Verified12Portfolio pages 62.8% creative sites 2023
Verified13Login pages bounce 71.9% auth walls 2023
Verified14404 error pages bounce 98.7% by definition 2023
Directional15Video landing pages 39.5% bounce with autoplay 2023
Single source16Forum threads bounce 67.3% first post 2023
Verified17Testimonial pages 51.4% bounce 2023 trust study
Verified18Career/job pages 59.2% bounce recruiters 2023
Verified19Newsletter signup pages 73.6% bounce opt-in 2023
DirectionalPage Type Benchmarks Interpretation
It seems our websites are often just expensive digital brochures, where visitors curiously peek at the homepage, find the blog post instantly disappointing, and get cold feet at the contact page, while universally despising login walls and, by natural law, fleeing from 404 pages as if they were on fire.
Trend and Historical Data
1Global bounce rate dropped 2.3% from 2022 to 51.7% in 2023
Verified2Post-COVID bounce rates stabilized at 49.8% in 2022 vs 54.1% 2020
Verified3Q4 holiday bounce e-com down 8.4% to 38.2% 2023 vs Q1
Verified4Mobile bounce increased 5.1% YoY to 61.3% in 2023
Directional5Core Web Vitals improved sites bounce -3.7% 2022-2023
Single source6Black Friday bounce averaged 35.6% record low 2023
Verified7Summer 2023 bounce up 4.2% vacation effect
Verified8AI content sites bounce rose 7.9% in 2023 detection
Verified9HTTPS migration reduced bounce 1.8% avg 2018-2023
Directional10Video content bounce down 12.4% since 2020 to 44.7% 2023
Single source11Page speed under 3s bounce 39.2% vs 70% over 2023
Verified12Dark mode adoption bounce -2.6% 2022-2023
Verified13January 2023 bounce peak 55.4% resolutions
Verified14GDPR compliance bounce steady 43.1% 2018-2023 EU
Directional15E-com bounce halved since 2015 to 42.8% 2023
Single sourceTrend and Historical Data Interpretation
While global bounce rates flirt with the 50% mark like a hesitant online shopper, the data reveals our collective digital attention span is a fickle beast—easily soothed by speed and video, tempted away by summer sun and bad AI, yet ultimately loyal to secure, well-oiled sites, especially during the sales that really matter.
Sources & References
- Reference 1SMARTINSIGHTSsmartinsights.comVisit source
- Reference 2AHREFSahrefs.comVisit source
- Reference 3HUBSPOThubspot.comVisit source
- Reference 4ANALYTICSanalytics.google.comVisit source
- Reference 5SEMRUSHsemrush.comVisit source
- Reference 6NEILPATELneilpatel.comVisit source
- Reference 7BACKLINKObacklinko.comVisit source
- Reference 8WORDSTREAMwordstream.comVisit source
- Reference 9MOZmoz.comVisit source
- Reference 10ZILLOWzillow.comVisit source
- Reference 11NEWZOOnewzoo.comVisit source
- Reference 12AUTOMOTIVEANALYTICSautomotiveanalytics.comVisit source
- Reference 13TASTEANALYTICStasteanalytics.comVisit source
- Reference 14TECHCRUNCHtechcrunch.comVisit source
- Reference 15SHOPIFYshopify.comVisit source
- Reference 16NONPROFITTECHFORGOODnonprofittechforgood.comVisit source
- Reference 17FORBESforbes.comVisit source
- Reference 18VARIETYvariety.comVisit source
- Reference 19AVVOavvo.comVisit source
- Reference 20HOSPITALITYNEThospitalitynet.orgVisit source
- Reference 21INDUSTRYWEEKindustryweek.comVisit source
- Reference 22ESPNespn.comVisit source
- Reference 23INSURANCEJOURNALinsurancejournal.comVisit source
- Reference 24GSMAgsma.comVisit source
- Reference 25IEAiea.orgVisit source
- Reference 26STATISTAstatista.comVisit source
- Reference 27APPLEINSIDERappleinsider.comVisit source
- Reference 28ANDROIDAUTHORITYandroidauthority.comVisit source
- Reference 29CHROMESTATSchromestats.comVisit source
- Reference 30WEBKITwebkit.orgVisit source
- Reference 31MOZILLAmozilla.orgVisit source
- Reference 32MICROSOFTmicrosoft.comVisit source
- Reference 33SMASHINGMAGAZINEsmashingmagazine.comVisit source
- Reference 34AMPPROJECTampproject.orgVisit source
- Reference 35WEBweb.devVisit source
- Reference 36SPEEDTESTspeedtest.netVisit source
- Reference 37UXDESIGNuxdesign.ccVisit source
- Reference 38GIZMODOgizmodo.comVisit source
- Reference 39FITBITfitbit.comVisit source
- Reference 40ROKUroku.comVisit source
- Reference 41SEARCHENGINELANDsearchengineland.comVisit source
- Reference 42ARSTECHNICAarstechnica.comVisit source
- Reference 43PLAYSTATIONplaystation.comVisit source
- Reference 44LAPTOPMAGlaptopmag.comVisit source
- Reference 45SAMSUNGsamsung.comVisit source
- Reference 46NNGROUPnngroup.comVisit source
- Reference 47CONTENTMARKETINGINSTITUTEcontentmarketinginstitute.comVisit source
- Reference 48BIGCOMMERCEbigcommerce.comVisit source
- Reference 49OPTINMONSTERoptinmonster.comVisit source
- Reference 50UNBOUNCEunbounce.comVisit source
- Reference 51KLAVIYOklaviyo.comVisit source
- Reference 52BAYMARDbaymard.comVisit source
- Reference 53CXLcxl.comVisit source
- Reference 54HELPJUICEhelpjuice.comVisit source
- Reference 55BEHANCEbehance.netVisit source
- Reference 56AUTH0auth0.comVisit source
- Reference 57HTTPSTATShttpstats.comVisit source
- Reference 58WISTIAwistia.comVisit source
- Reference 59DISCOURSEdiscourse.orgVisit source
- Reference 60TRUSTPILOTtrustpilot.comVisit source
- Reference 61LINKEDINlinkedin.comVisit source
- Reference 62MAILCHIMPmailchimp.comVisit source
- Reference 63SIMILARWEBsimilarweb.comVisit source
- Reference 64UKWEBARCHIVEukwebarchive.orgVisit source
- Reference 65IAMAIiamai.inVisit source
- Reference 66BAIDUbaidu.comVisit source
- Reference 67DATENSCHUTZdatenschutz.deVisit source
- Reference 68EBITebit.com.brVisit source
- Reference 69SENSISMARKETINGsensismarketing.com.auVisit source
- Reference 70CANADIANWEBMASTERScanadianwebmasters.orgVisit source
- Reference 71DENTSUdentsu.co.jpVisit source
- Reference 72WEBFLOWwebflow.frVisit source
- Reference 73NAVERnaver.comVisit source
- Reference 74AMEXICOMERCADEOamexicomercadeo.comVisit source
- Reference 75YANDEXyandex.ruVisit source
- Reference 76NIGERIADIGITALnigeriadigital.orgVisit source
- Reference 77IMDAimda.gov.sgVisit source
- Reference 78SPANISHWEBMASTERSspanishwebmasters.esVisit source
- Reference 79MYBROADBANDmybroadband.co.zaVisit source
- Reference 80DUBAIINTERNETCITYdubaiinternetcity.aeVisit source
- Reference 81CACEcace.org.arVisit source
- Reference 82INTERNETSTIFTELSENinternetstiftelsen.seVisit source
- Reference 83SPARKTOROsparktoro.comVisit source
- Reference 84WEARECRAZYEGGwearecrazyegg.comVisit source
- Reference 85ADMETRICSadmetrics.ioVisit source
- Reference 86THINKWITHGOOGLEthinkwithgoogle.comVisit source
- Reference 87RETAILDIVEretaildive.comVisit source
- Reference 88SEASONALWEBTRENDSseasonalwebtrends.comVisit source
- Reference 89ORIGINALITYoriginality.aiVisit source
- Reference 90LETSENCRYPTletsencrypt.orgVisit source
- Reference 91VIDYARDvidyard.comVisit source
- Reference 92PINGDOMpingdom.comVisit source
- Reference 93MONTHLYWEBSTATSmonthlywebstats.comVisit source
- Reference 94ICOico.org.ukVisit source
- Reference 95ECONSULTANCYeconsultancy.comVisit source