The 2011 Web Analytics Review

OKISSmetrics socd THE 2011 WEB ANALYTICS REVIEW 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. 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 4.9 4.5 (-0.4) BOUNCE RATE 48.2% 47.0% (1.2%) AVG. TIME ON SITE 5:49 4:50 (-0.26) METRICS BREAKDOWN BY GEOGRAPHY 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. O France United Kingdom Japan PAGES / VISIT: 4.4 (-0.4) BOUNCE RATE: 49.7% (+1.4%) AVG. TIME ON SITE: 4:40 (-0:08) + PAGES / VISIT: 4.9 (-0.3) 1 BOUNCE RATE: 41.5% (+o0.2%) + AVG. TIME ON SITE: 5:38 (-0:27) + PAGES / VISIT: 3.9 (-0.1) BOUNCE RATE: 48.6% (-9.0%) + AVG. TIME ON SITE: 3:47 (-2:59) United States Brazil China I PAGES / VISIT: 4.7 (-0.1) + BOUNCE RATE: 45.2% (-6.1%) I AVG. TIME ON SITE: 6:06 (-0:10) AGES / VISIT: 4.1 (-o.1) BOUNCE RATE: 47.8% (-2.9%) AVG. TIME ON SITE: 5:20 (+0:03) AGES / 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 47.2% (40%) 5:21 (07) DIRECT 4.0 (0.5) 47.2% (4.0%) 5:21 (007) 43.1% (19) REFERRAL 5.0 (-0.) 43.1% (1.83) 6:36 (148) ORGANIC SEARCH 4.9 (o.) 47.9% (L1%) 4:43 (-0.06) 47.9% (LM) 4:43 (-006) CPC SEARCH 5.6 (-00) 41.4% (1.7%) 3:57 (-0:07) 41.4% (179) BOUNCE RATE DISTRIBUTION BY COUNTRY The distribution below is annotated with a sampling of countries from different bounce rate groups. r # OF COUNTRIES Germany O France 50 O Spain O India Japan O Pakistan 40 United States United Kingdom ) South Korea 30 New Zealand Russia O Cuba O North Korea 9 Greece O Aruba O Malta A Saint Lucia 10 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 36.5% 36.8% (03%) REFERRAL 21.0% 19.4% (1.6%) SEARCH ENGINES 27.0% 28.0% (-10%) OTHER 15.5% 15.8% (03%) O AVERAGE TIME ON SITE DISTRIBUTION BY COUNTRY 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. # OF COUNTRIES 40 O South Korea Russia O Japan Germany Spain O United Kingdom 30 British Virgin Islands United States O China O Israel O North Korea Aruba Saint Lucia 10 Bahamas O 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 89.9% 84.8% (5.8) MACINTOSH 4.5% 5.2% (-0.7%) LINUX 0.6% (-0.9) 0.7% 5% 9.3% (-43%) OTHER O 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. r # OF COUNTRIES O United Kingdom Russia 25 India The Netherlands United States O France Germany New Zealand Luxembourg 15 e Cuba Austria O Hong Kong A Iceland Vatican City 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 DESIGNED BY DATA COURTESY OF AKISSmetrics Google TRY KISSMETRICS FOR FREE KISSmetrics is a powerful web analytics solution that helps you make smarter business decisions. Start your FREE trial at kissmetrics.com/signup