With billions of clicks shaping our digital world every day, the story of 2023 web traffic reveals not just which sites we visited, but how profoundly our online habits have evolved.
Key Takeaways
- In 2023, Google.com recorded 105.4 billion monthly visits, dominating global web traffic with a 28.5% market share
- YouTube.com saw 47.8 billion visits in December 2023, driven by video streaming trends
- Facebook.com attracted 11.2 billion monthly visits globally in 2023, fueled by social networking
- In the US, Google.com had 25.6 billion monthly visits in Q4 2023
- YouTube.com generated 12.1 billion US visits monthly in 2023, video dominance
- Facebook.com saw 2.9 billion US monthly visits in 2023, social hub
- Globally, mobile devices accounted for 59.2% of all website visits in 2023
- Desktop usage dropped to 40.8% of global web visits in 2023 from 51% in 2019
- In the US, mobile visits reached 62.4% of total traffic in Q4 2023
- Global average bounce rate was 45.2% for websites in 2023
- Pages per session averaged 2.8 globally across websites in 2023
- Average time on site was 3:47 minutes worldwide in 2023
- Amazon.com saw 1.98 billion monthly e-commerce visits globally in 2023
- eBay.com attracted 678 million visits per month in 2023, auction leader
- Walmart.com recorded 452 million monthly visits in 2023, US retail giant
Google dominated global web traffic in 2023 as mobile visits continued to significantly surpass desktop usage.
E-commerce Visits
- Amazon.com saw 1.98 billion monthly e-commerce visits globally in 2023
- eBay.com attracted 678 million visits per month in 2023, auction leader
- Walmart.com recorded 452 million monthly visits in 2023, US retail giant
- Etsy.com generated 389 million visits monthly in 2023, handmade goods
- AliExpress.com saw 312 million global visits per month in 2023
- Target.com had 278 million US monthly visits in 2023
- BestBuy.com attracted 245 million visits monthly in 2023, electronics
- Shopify-powered sites collectively received 1.2 billion visits in 2023
- Nike.com saw 189 million monthly visits in 2023, apparel e-com
- Home Depot.com saw 234 million US e-com visits monthly in 2023
- Macy.com attracted 198 million monthly visits in 2023, department store
- Wayfair.com generated 187 million visits per month in 2023, furniture
- Zappos.com recorded 156 million US monthly visits in 2023, shoes/fashion
- Overstock.com (Bed Bath & Beyond) had 142 million visits monthly in 2023
- Chewy.com saw 134 million pet supply visits per month in 2023
- Lowe's.com saw 210 million US home improvement visits monthly 2023
- Kohl's.com attracted 176 million monthly visits in 2023
- Dick's Sporting Goods site had 145 million US visits per month 2023
- ASOS.com generated 112 million global fashion visits monthly 2023
- Shein.com exploded to 289 million visits per month in 2023, fast fashion
- MercadoLibre.com had 198 million Latin America visits monthly 2023
E-commerce Visits Interpretation
Amazon reigns supreme with nearly two billion monthly visits, reminding us that while the internet is a bustling marketplace of niches from handmade goods to pet supplies, we all still end up with a cardboard box on the porch.
Engagement Metrics
- Global average bounce rate was 45.2% for websites in 2023
- Pages per session averaged 2.8 globally across websites in 2023
- Average time on site was 3:47 minutes worldwide in 2023
- 53.4% of visits resulted in single-page sessions in 2023
- Returning visitors made up 41.2% of total traffic in 2023
- Direct traffic accounted for 38.7% of visits globally in 2023
- Organic search drove 28.4% of website visits in 2023
- Social media referrals contributed 12.1% to global visits in 2023
- Email marketing generated 4.3% of total web visits in 2023
- Average direct visit conversion rate was 2.9% in 2023
- New visitor ratio was 58.8% globally in 2023
- Referral traffic share declined to 9.6% of visits in 2023
- Paid search contributed 15.2% to website visits in 2023
- Average exit rate per page was 38.7% in 2023
- Video content pages had 22% lower bounce rates in 2023
- Personalized pages increased session time by 28% in 2023 studies
- Global average pages per visit rose 5% YoY to 2.95 in 2023
- 26.3% of visits came from organic search in top sites 2023
- Display ads drove 7.8% of referral visits in 2023
- Average scroll depth was 62.4% on landing pages in 2023
- Interactive elements boosted engagement by 34% in 2023 tests
- Cart abandonment visits averaged 69.8% in e-com 2023
Engagement Metrics Interpretation
The web in 2023 was a fickle but familiar dance: visitors often arrived from search or direct links only to leave quickly, proving that while attention spans are short, the power of a personalized, interactive, or video-rich page can still make them stick around, scroll deeper, and maybe even buy something.
Global Traffic
- In 2023, Google.com recorded 105.4 billion monthly visits, dominating global web traffic with a 28.5% market share
- YouTube.com saw 47.8 billion visits in December 2023, driven by video streaming trends
- Facebook.com attracted 11.2 billion monthly visits globally in 2023, fueled by social networking
- Instagram.com generated 6.9 billion visits per month in 2023, popular among 18-34 demographics
- Wikipedia.org received 6.7 billion monthly visits in 2023, serving educational queries
- Twitter.com (now X.com) had 5.4 billion visits monthly in 2023, boosted by real-time news
- Baidu.com logged 4.2 billion visits per month in China-dominated traffic in 2023
- Yahoo.com saw 3.8 billion monthly visits in 2023, relying on email and news portals
- Yandex.ru attracted 2.9 billion visits monthly in Russia in 2023
- Amazon.com recorded 2.7 billion global visits per month in 2023, e-commerce leader
- Global unique monthly visitors to top 50 sites reached 4.2 billion in 2023
- TikTok.com exploded to 1.6 billion monthly visits in 2023, short-form video
- LinkedIn.com had 1.4 billion visits per month in 2023, professional networking
- Pornhub.com recorded 3.5 billion monthly adult visits in 2023
- Live.com (Outlook) saw 1.8 billion email-related visits monthly in 2023
- Weather.com attracted 1.5 billion global visits per month in 2023
- Global monthly visits to Google.com peaked at 110.2 billion in Oct 2023
- Bing.com had 1.2 billion monthly visits globally in 2023, search alternative
- Reddit.com reached 3.1 billion global visits per month by end 2023
- StackOverflow.com attracted 280 million developer visits monthly in 2023
- GitHub.com saw 245 million monthly visits in 2023, coding platform
- BBC.com generated 1.1 billion global news visits per month in 2023
Global Traffic Interpretation
In the colossal digital watering hole of 2023, humanity collectively revealed its priorities: we turned to Google for all our questions, YouTube to avoid the answers, Facebook to see what our aunts were up to, and Wikipedia to finally settle the argument about who was in that movie, all while a staggering 3.5 billion visits a month quietly proved that the original social network is still, unequivocally, the birds and the bees.
Mobile vs Desktop
- Globally, mobile devices accounted for 59.2% of all website visits in 2023
- Desktop usage dropped to 40.8% of global web visits in 2023 from 51% in 2019
- In the US, mobile visits reached 62.4% of total traffic in Q4 2023
- Android devices drove 52.3% of mobile web visits globally in 2023
- iOS captured 47.7% of mobile visits worldwide in 2023
- Tablet visits comprised 4.1% of total web traffic in 2023
- Chrome browser led with 65.2% of desktop visits in 2023
- Safari held 18.9% of mobile browser visits globally in 2023
- Windows OS powered 72.4% of desktop web visits in 2023
- Average session duration on mobile was 2:45 minutes vs 3:12 on desktop in 2023
- Mobile traffic in India hit 70.1% of total visits in 2023
- Samsung Internet browser took 4.2% of global mobile visits in 2023
- macOS share of desktop visits was 16.3% worldwide in 2023
- Linux OS accounted for 2.1% of desktop web traffic in 2023
- Firefox browser had 3.8% of all browser visits in 2023
- Edge browser grew to 5.2% of desktop visits in 2023
- Mobile pages per session averaged 1.9 vs 3.4 on desktop in 2023
- Europe mobile traffic share was 57.8% of total visits in 2023
- Opera browser captured 2.9% of mobile visits globally in 2023
- Chrome OS had 1.4% of all desktop visits in 2023
- Mobile bounce rate averaged 51.2% vs 40.1% desktop in 2023
- Unknown OS devices contributed 3.5% to mobile traffic in 2023
- UC Browser held 2.1% global mobile visit share in 2023
Mobile vs Desktop Interpretation
The throne has decidedly shifted to the pocket, as mobile now rules the casual scroll, but the desktop remains the steadfast command center for when we actually need to get things done.
US Traffic
- In the US, Google.com had 25.6 billion monthly visits in Q4 2023
- YouTube.com generated 12.1 billion US visits monthly in 2023, video dominance
- Facebook.com saw 2.9 billion US monthly visits in 2023, social hub
- Amazon.com attracted 1.8 billion US visits per month in 2023, shopping peak
- Reddit.com recorded 1.2 billion US monthly visits in 2023, community forums
- Instagram.com had 1.1 billion US visits monthly in 2023, visual content
- Pinterest.com generated 970 million US monthly visits in 2023, inspiration boards
- Twitter.com saw 850 million US visits per month in 2023, tweets surge
- Netflix.com attracted 740 million US monthly visits in 2023, streaming service
- CNN.com recorded 620 million US visits monthly in 2023, news consumption
- NYTimes.com generated 1.1 billion US visits monthly in 2023
- FoxNews.com saw 890 million US monthly visits in 2023, conservative news
- Weather.com had 780 million US visits per month in 2023
- ESPN.com recorded 720 million sports-related US visits monthly in 2023
- IMDb.com attracted 650 million US monthly visits in 2023, movies/TV
- Apple.com saw 590 million US visits per month in 2023, tech products
- Microsoft.com generated 510 million US monthly visits in 2023
- Indeed.com had 480 million job search US visits monthly in 2023
- WashingtonPost.com had 420 million US monthly visits in 2023
- USAToday.com saw 380 million US visits per month in 2023
- Yahoo.com attracted 350 million US monthly visits in 2023, portal
- Zillow.com recorded 310 million real estate US visits monthly in 2023
- WebMD.com had 290 million health-related US visits per month in 2023
- TripAdvisor.com generated 260 million US travel visits monthly in 2023
US Traffic Interpretation
Our collective American screen time is a frenetic, multi-tabbed journey where we mostly ask Google questions, watch the answers on YouTube, get distracted by Facebook, buy the solution on Amazon, argue about it on Reddit, and then soothe our nerves with Netflix while checking if tomorrow's weather will allow us to forget the whole cycle and go outside.
Sources & References
- Reference 1SIMILARWEBsimilarweb.comVisit source
- Reference 2STATISTAstatista.comVisit source
- Reference 3SEMRUSHsemrush.comVisit source
- Reference 4GSgs.statcounter.comVisit source
- Reference 5AHREFSahrefs.comVisit source
- Reference 6WORDSTREAMwordstream.comVisit source
- Reference 7SHOPIFYshopify.comVisit source
- Reference 8W3TECHSw3techs.comVisit source
- Reference 9HOTJARhotjar.comVisit source
- Reference 10WISTIAwistia.comVisit source
- Reference 11MCKINSEYmckinsey.comVisit source
- Reference 12PORTENTportent.comVisit source
- Reference 13OPTIMIZELYoptimizely.comVisit source
- Reference 14BAYMARDbaymard.comVisit source
