Changes in online traffic are being driven by smartphone users, new research has revealed.
Data published by Adobe Analytics in its latest Media & Metrics report showed a 68 per cent increase in smartphone web traffic across the US since January 2015. At the same time, Adobe's figures showed that the total volume of web traffic across the internet remained largely unchanged.
This highlights a considerable shift in the style of browsing among web users, with the smartphone gaining increasing prominence in terms of people's preferred choice for interacting with online content.
Adobe tracked more than 150 billion visits to web pages and apps as part of its research, using anonymous and aggregated data from companies on Adobe Cloud Experience.
By device, the report revealed that tablet and desktop internet usage declined by 16 and 30 per cent respectively over the report period. At the same time, more than two-thirds growth was seen for smartphone users.
Overall, the data revealed that Google search (61 per cent) was by far the most common method for smartphone web traffic. A further 16 per cent of traffic was via Facebook, while 23 per cent came from other sources.
The results show a stark change in browsing preferences among internet users during the last two years, with a growing number of people taking to their smartphone to browse and interact with websites.
Where and how users view online content is therefore continuing to evolve, and smartphones now appear to be at the very forefront of uptake for individuals who prefer to view their content on the go.