Google Analytics Benchmarking
Recently released data from Google has highlighted some interesting trends in web usage world-wide. Taken from all websites which have opted-in anonymous data sharing with Google Analytics (hundreds of thousands), the metrics are statistically significant. The figures supplied are from comparisons between November 1, 2010 and February 1, 2011. Firstly, compared with a year ago, websites have seen reduced pages / visits (-0.4), average time on site (-0:26) as well as bounce rate (-1.2%). Referral traffic has been hit the hardest in reference to average time on site (--1:48) and bounce rates (-1.1%), but has seen increased pages / visits (+0.1). There has been an increase in all Traffic sources (apart from referral) with Search engines seeing the strongest increase (+1.0%) followed by Direct and Other (both at +0.3%). Windows is still the most popular Operating System but has seen a reduction (-5.1%), while Mac (+0.7%) and Linux (+0.1%) have both seen increases.

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