1. The 2011
Web analyTics revieW
Hundreds of thousands of websites across the globe have participated in Google’s ongoing study of Data courtesy of Google. Data
web browsing behavior. So far, the results of the study have been very insightful. For example, global collected comes from websites
bounce rates and average time-on-site metrics are decreasing. In the operating systems wars, the which have specifically opted-in
Macintosh market share is steadily growing, while the Windows market share is dropping. Dig into to share data anonymously.
the data presented below to discover global web usage trends.
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.
France United Kingdom Japan
pages / visit: 4.4 (-0.4) pages / visit: 4.9 (-0.3) pages / visit: 3.9 (-0.1)
bounce rate: 49.7% (+1.4%) bounce rate: 41.5% (+0.2%) bounce rate: 48.6% (-9.0%)
avg. time on site: 4:40 (-0:08) avg. time on site: 5:38 (-0:27) avg. time on site: 3:47 (-2:59)
United States Brazil China
pages / visit: 4.7 (-0.1) pages / visit: 4.1 (-0.1) pages / visit: 4.1 (-0.1)
bounce rate: 45.2% (-6.1%) bounce rate: 47.8% (-2.9%) bounce rate: 58.2% (+1.0%)
avg. time on site: 6:06 (-0:10) avg. time on site: 5:20 (+0:03) 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
direct 4.0 (-0.5) 47.2% (-4.0%) 5:21 (-0:07)
referral 5.0 (+0.1) 43.1% (-1.1%) 6:36 (-1:48)
organic search 4.9 (-0.1) 47.9% (-1.1%) 4:43 (+0:06)
cpc search 5.6 (+0.0) 41.4% (-1.7%) 3:57 (+0:07)
bounce rate distribution by country
The distribution below is annotated with a sampling
of countries from different bounce rate groups.
 # of countries
50 Germany France
Japan Spain
Pakistan India
40
United States
United Kingdom South Korea
30
New Zealand Russia
Cuba
20 North Korea
Greece
Aruba
Malta
10 Saint Lucia
China
0
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% (+0.3%)
referral 21.0% 19.4% (-1.6%)
search engines 27.0% 28.0% (+1.0%)
other 15.5% 15.8% (+0.3%)
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
South Korea Russia
Japan Germany
30 Spain United Kingdom
United States British Virgin
20 China
Islands
Israel
North Korea
10 Aruba Saint Lucia
Bahamas Anguilla
0
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% (-5.1%)
macintosh 4.5% 5.2% (+0.7%)
linux 0.6% 0.7% (+0.1%)
other 5% 9.3% (+4.3%)
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.
 # of countries United Kingdom Russia
25
United States India The Netherlands
Germany France
20
15 New Zealand Luxembourg
Cuba Austria
Iceland Vatican City
Hong Kong
10
Macau
Italy
5
0
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 co ur tes y o f
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