In an ever-changing digital world, one of the things that remains constant is that marketers need to reach potential customers if they want to drive brand awareness and score sales.
In the past, when all online activity was conducted on desktop computers (or laptops, of course — I’ll be using the term desktop as a catch-all), digital marketers could focus on placing ads on websites, applying SEO tactics that would drive up search engine results, and use various types of content placement, from popups to banners to advertisements, on the margins of webpages.
In our increasingly mobile-oriented era, marketers need to be more dynamic and flexible in their traffic buying, because mobile platforms are now getting far more usage than desktops. Here’s what you should know about desktop vs. mobile usage in 2025.
Desktop vs. Mobile Experience
The first step is to understand the behavior that drives the differences in desktop vs. mobile usage.
“People use their phones for quick tasks, such as researching a product, browsing social media, or checking email,” says Tracie Crites, chief marketing officer of HEAVY Equipment Appraisal. “Mobile usage reflects the fast pace of modern life. People want instant information and content that loads quickly. However, mobile usage is usually characterized by shorter attention spans. The limited screen size and tendency to multitask on phones mean users are less likely to dive deep into detailed content or navigate through multiple pages.”
“Desktop, though it accounts for less overall traffic, continues to dominate in certain areas, especially when transactions involve higher-value purchases or more complex decisions,” Crites continues. “This trend is rooted in how people process and act on information. Larger screens make it easier to review details like specifications, pricing, or lengthy reports. Desktop users feel more secure entering payment information or uploading sensitive documents on a stable platform, which is important for transactions that involve huge investments. Furthermore, desktop sessions are usually longer because people tend to use desktops in places that allow for more attention, such as a dedicated workspace or home office. The larger screen and stable internet connection make it easier to explore multiple tabs, review detailed information, and complete tasks without interruptions.”
Desktop vs. Mobile Usage Statistics for 2024
Late 2016 saw a shift in the way the world goes online. It was during that fall that mobile usage surpassed desktop usage for the first time, and the trend has only continued in that direction.
“In the ongoing tug-of-war between desktop and mobile usage, mobile devices have taken the lead in overall internet traffic,” says Sasha Berson, chief growth officer at Grow Law Firm. “As of November 2024, mobile devices accounted for approximately 64% of global internet usage, while desktops comprised about 36%.”
However, although people are using mobile devices to go online more often than they use traditional computers, desktops still have plenty of proverbial skin in the game. Berson cites usage statistics from 2023, the most recent year for which a complete picture of the data is available, explaining: “When it comes to in-depth research and high-value actions, desktops maintain a significant role. Users tend to spend more time per visit and view more pages on desktop devices compared to mobile. For instance, in 2023, the average visit duration was 37.7% longer on desktops than on mobile devices, and users viewed twice as many pages per visit on desktops.”
Desktop vs. Mobile Historical Usage Statistics
I noted that late 2016 was when mobile usage surpassed desktop usage for the first time, but it’s telling to look a bit farther back to show just how precipitous the change really was.
Per data sourced from MobiLoud.com, in 2015, desktop usage still had a commanding lead over mobile, at 59.17% for the former and just 35.1% for the latter. (Note that these data exclude tablet usage, focusing on truly mobile smartphones. Tablets accounted for an estimated 5.73% of usage that year.)
Just a few years earlier, in 2013, desktop usage accounted for an overwhelming 79.18% of usage.
It’s remarkable, then, that in a little over a decade there has been an almost even flip, with mobile now accounting for about two thirds of online usage and desktop for the remaining one-third.
User Engagement Signals
Smartphones may ostensibly be little computers, but the ways in which people use mobile devices vs. desktops is actually quite distinct, and marketers looking to effectively buy traffic — which is to say placing ads, paying for search results, and search-engine optimizing content — need to know it.
“When it comes to using a desktop, it’s better in the sense that you are able to easily switch between projects,” says Filip Dimitrijevski, business development manager of ClickVision BPO. “You can work on big files and switch between a lot of web tabs at once. Also, the big screen and full-sized computer help you focus for longer. On the other hand, the best thing about cell phones is how easy they are to use. You can quickly check your messages, answer your emails, and even look over your analytics reports when not at home.”
These different ways of desktop vs. mobile usage are reflected in myriad engagement signals, including:
Bounce Rate
Mobile users, on average, have a higher bounce rate than those on desktops, bounce rate being the percentage of visitors to a site who navigate away after viewing only one page. This can be demonstrated clearly in many ways, with one online activity being perhaps the best example: Shopping.
Paul DeMott, chief technology officer at Helium SEO, points out that, “Shopping behavior reflects distinct differences. Mobile is often about convenience, because users grab their phones to make purchases while waiting in line or during commutes. Conversely, desktops are used more for deliberate actions, such as crafting an itinerary for travel, analyzing financial data, or writing reviews. Interestingly, many users will start their journey on mobile but switch to desktop for the final stages, particularly when security or attention to detail is important.”
Session Duration
“Desktops are for focus,” reiterates Dane Nk, founder of That Video Game Blog. “People use them to play serious games, work on big projects, or research expensive items before buying. Mobile, however, is all about speed and ease. It’s where people scroll social media, shop quickly, or play simple games when they’re bored.”
On average, then, people spend significantly more time on sites and pages when on a computer, and this can allow for advertising that’s more in-depth, as in longer videos, more copy on static ads, carousel-style posts, and more.
Conversion Rate
Conversion rate is a metric that measures how effectively a website or app converts visitors into customers, subscribers, members, etc. It’s calculated by dividing the number of these conversions by the total number of visitors or sessions. Generally, desktop conversion rates are significantly higher than mobile conversion rates for several reasons, including the simple fact of larger screen sizes, but also the mindset of the user.
“Mobile users are more likely to hop in and out of sessions, multitask, or browse with an intent with a short-term goal,” says Alena Astravukh, CMO at Elemup. “During working hours, sessions for desktop are, on average, longer, since users are engaging in content and decision-making processes.”
Desktop Usage Advantages and Disadvantages
As noted, desktops make it easier to focus thanks to their larger screen size. They also make it easier to work on complex projects, as you can easily toggle between different tabs and windows, have multiple documents, spreadsheets, and other files open, and can interact via trackpad or mouse, and even via touchscreen in some cases. However, the most obvious drawback to using a desktop is that it is not conveniently mobile. Even a laptop is not a truly mobile device, so you’re somewhat tethered down when using a computer.
“Using a desktop is like sitting down to a full meal, while mobile is more like grabbing a quick snack,” says Marin Cristian-Ovidiu, CEO of Online Games. “Desktops are better for tasks that need focus, like work, gaming, or research. Mobile is the choice for quick actions, like shopping while watching TV, checking social media, or making impulse buys.”
Mobile Usage Advantages and Disadvantages
Because it’s easier to pull out a phone than power up a computer, more people are going mobile these days. “Mobile has surpassed desktop in terms of overall time spent online,” confirms Iryna Melnyk, marketing consultant at Jose Angelo Studios. “With the convenience of smartphones, people tend to reach for their mobile devices more frequently throughout the day.”
The smaller screen limits the types of content marketers can place on mobile and, as noted, the bounce rates are higher and the conversion rates lower with mobile. But the vast assortment of media people can consume on mobile, from social to games to video content to apps of all kinds, can compensate somewhat.
Key Takeaways
When it comes to factoring desktop vs. mobile usage in your marketing decisions, there is no right or wrong choice between the two — there is simply being sure you’re doing it correctly for the option you’ve chosen. Yes, more people are going online via mobile devices these days, but people spend more time — and more focused time at that — when on a desktop, so don’t assume quantity equals quality when planning your buying activities.
Frequently Asked Questions (FAQs)
What percentage of internet traffic is mobile?
Mobile devices accounted for 63.38% of global web traffic as of late 2024, according to data sourced from SOAX.
What is the bounce rate of mobile vs. desktop usage?
According to most available data, mobile devices generally have a significantly higher bounce rate compared to desktop computers, with studies often showing a mobile bounce rate around 50-60% while desktop bounce rates are closer to 30-40%.
Do people shop more on desktop or mobile?
People generally shop more on mobile, but more expensive purchases, such as for a designer item or a pricey plane ticket, are done on desktop. So in terms of dollars, the division is not so clear-cut.
What percentage of google searches are done on mobile devices?
Per Coalition Technologies, as of December 2023, 63% of Google’s organic search traffic in the United States came from mobile devices. Globally, 58% of searches are conducted on mobile devices.
Why does mobile-first indexing matter for SEO?
Mobile-first indexing makes it more likely that a page or site pops up on a mobile device, but the benefits of mobile SEO go beyond just generating more traffic from mobile searches — it also improves the overall experience for users. This can lead to more conversions and can keep users more engaged with a site.
