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Google Analytics Report Shows People Are Spending Less Time on Websites

Ever wonder how your organization’s website traffic compares to other organizations? Google Analytics just released some great data after analyzing hundreds of thousands of websites between November 2010 and February 2011.

Check out Google Analytics Website Data

  • Compared to a year ago, websites have seen reduced page visits and average time spent on sites. The average user spends about 5.23 minutes on a website. In 2009, users spent 5.49 minutes on a website.
  • The good news is that bounce rates were slightly down from 2009 averaging 47% in 2010. The UK’s bounce rates were the lowest at 41.5% followed by the US’s bounce rates at 42.5%. China had the highest bounce rates at 58.2%

  • CPC (Cost Per Click search) generated the most web pages viewed with an average of 5.6 page views per web visit. Interestingly Direct Traffic only generated 4 page views per web visit.  Referrals generated 5 page views per visit and organic search generated 4.9 page views per visit.
  • Direct web traffic accounted for 36.8% web traffic a .3% increase from 2009. Search engine traffic accounted for 27% of web traffic up 1% from 2009. Referrals accounted for 21% of web traffic down -1.6%.
  • Overall, the US’s conversion rates was about 1%. The highest conversation rates were seen in the UK, France, and India at 1.2%.

How does your organizations’ web analytics compare?

Reader Comments (5)

Interesting post, but alas no follow up or corroborating evidence as to why. At least, thank god, you didn't just put it down to mobile! Personally, the more time is spend optimizing my sites the better results I get, so it's certainly all relative, and the average experience seems a tad pointless.
July 2, 2011 | Unregistered CommenterVincent Roman
Wired mag might tell us it's their prediction coming true: a general move from website "browsing" behavior to app consumption behavior. Sorry, Vincent, I think that's just another way to say "mobile." So that's one theory.

How about this one: more time on Facebook leaves less time for everything else...and then some, lowering everybody. That one needs more work I believe.
July 7, 2011 | Unregistered CommenterEvan B
Great post and thanks for sharing! Is it possible to provide a link back to the full Google Report?
August 4, 2011 | Unregistered CommenterMark Horoszowski
Perhaps users are now better able to find what they want and no longer have to waste a lot of time looking for it.
December 29, 2011 | Unregistered CommenterDavid M. Patt, CAE
Hi Allyson,
Thanks for the post, I`ve always wondered what the average time spent on a website was. I am averaging at about 10 min on my site, so I guess that`s good then.
July 22, 2013 | Unregistered CommenterMatt Lacy

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