We are proud to announce that SimilarWeb has become the first company to incorporate mobile web traffic alongside desktop traffic, to uncover the world’s most popular websites.
Previously, website rankings were determined solely based upon desktop data, despite a global shift towards consuming content, browsing, and shopping on mobile devices.
Today we reveal, for the first time, the complete global picture of the world’s most popular websites. This new scoring method is calculated by the number of unique visitors together with the number of pageviews, in order to demonstrate both the quantity and quality of any site. In providing equal weight to mobile visits, our rankings have redrawn the picture of the top online players, based on traffic across nearly 200 countries, revealing digital mobile visionaries across every sector.
Facebook beats Google
In these newest website rankings, Facebook emerges as the world’s undisputed favorite site, receiving 28 billion worldwide visits on desktop and mobile web. The social network’s website dominates on almost every metric – from a fairly evenly divided share of mobile (44% of visits) and desktop (56%) visits among users, or an average of 15 pages visited per session globally, lasting an average of 16 minutes.
The social media giant beat out google.com in the rankings, which came in second place globally. In total, four of the world’s most popular websites are social media sites: Facebook, Russia’s vk.com, Instagram, and Twitter.
Despite falling on hard times, with an auction set for many of the company’s core assets, yahoo.com, nevertheless remains the fifth most popular website in the world, securing some 6 billion monthly visits on both desktop and mobile web.
Although Yahoo was once the place where many internet users began their web journey, the email, publishing, search, and advertising behemoth has not kept pace with the elite in terms of time spent on site (6 minutes 16 seconds) or pages per visit (4.9) — with only Microsoft (2.8 pages per visit) and Wikipedia (2.2) seeing fewer numbers of pages visited in our top 10.
Yahoo is followed by Instagram (sixth) Wikipedia (seventh), while live.com – the email service from Microsoft ranks eighth. Meanwhile, Twitter jumped into ninth place, while Google Brazil, claims the 10th position.
Adult Sites Rise in the Rankings
The biggest beneficiaries of the move to combine both mobile web and desktop visits are adult sites, with 11 porn sites now in the top 300 most popular sites globally. Pornhub, attracting 1.1 billion visits a month globally, sees a staggering 54% of its visits from mobile phones, with an average user session lasting about 8 ½ minutes. It rose from 38th place to 23rd, a higher position than online titans such as eBay, MSN and Netflix.
Overall, the world’s biggest porn site is xvideos.com, a site that attracts 60% of its total visits from mobile devices. In the new rankings, the site jumps to 18th overall and has a global visit duration of 10 minutes 49 seconds. The site, attracting 1.5 billion worldwide combined visits, saw its traffic and page-views beat that of Google Japan, Google Germany, and Google Russia.
Other online porn destinations that made SimilarWeb’s list of the top 300 most popular sites are XHamster (37), Xnxx.com (41), Red Tube (83), YouPorn (103) Chaturbate (112), Tube8 (221), Spankbang.com (231), Bongacams (236) and Youjizz (271).
What can other sectors learn from this heart-racing mobile first digital strategy? Corey Price, VP, Pornhub commenting on SimilarWeb’s announcement said: “Being mobile friendly is vital for any brand with a web presence. Due to the proliferation of mobile devices in today’s society, people are ensuring their platforms are optimized and more mobile-friendly than ever before. So much of life is experienced with and sometimes through our smartphones, and we are very much a part of that. Here at Pornhub it’s essential that we continuously offer the best user experience across all platforms, whether they are accessing our content via a TV using a Roku, a gaming device like Xbox, Playstation, a mobile device or a tablet. We want to ensure our users are always enjoying themselves.” Furthermore, according to a recent Pornhub blog post, mobile web traffic has grown a staggering 1424% since 2010.
Recipe Sites Benefit
Using our new online ranking recipe, cooking sites have also soared. In a global trend among foodies consuming recipes on mobile, Cookpad, Japan’s most popular recipe-sharing website rose from 981 to 440th , averaging 84 million monthly visits, of which 72% are from mobile devices. Similarly, allrecipes.com rose from 948th to 583th, with 63% of visits coming via mobile.
Biggest Losers in Race to Mobile Strategy
The shift towards mobile visits is shown through a number of recent reports undertaken by SimilarWeb showing the gravitation towards mobile in almost every sector – banking, travel, publishing or retail. Those sites which have not kept up, have lost out. Mozilla, the famous open source internet site, which attracts 242 million visits a month, dropped from 136th to 192nd place, likely due to the fact that the only 15% of the site’s visits come from mobile.
For others, the decrease in mobile web traffic may correlate towards a push in app usage. For example, despite its brand and status, the NHL site dropped 392 places, as many hockey fans have instead clicked on to the NHL’s own app. Meanwhile, Pandora dropped 30 places as many users choose its app first, though the site still attracts more than 140 million visits a month.
Biggest Winners by Sector
Travel Winner: southwest.com
Travel sites viewed on-the-go represents one of the most important trends in the tourist sector. The industry has seen year-over-year mobile growth of 12.8% for hotels sites, 12.5% for online travel agents and 5.4% for cruise booking sites.
The airline industry as a whole saw a small year-over-year increase in mobile usage compared to desktop, according to our latest travel report. This makes the achievement of the fastest rising travel site, southwest.com even more remarkable. Southwest’s website rose 206 places to become the 606th biggest website in the world. Its 46% share of mobile visits (compared to desktop) crushes the mobile visits of other leading airline sites, like Ryanair, which saw only 39% of its visits arrive via mobile.
The world’s biggest travel site booking.com, came in 77th place globally (with mobile visits of 41% compared to 59% from desktop). SimilarWeb recently revealed that booking.com recorded 4 billion visits over the past 12 months.
Retail: Macy’s Soars to 57% Mobile Web Visits
Nearly every country saw an increase in mobile retail visits, with 65.8% of visits to online retail sites in India arriving via mobile. In the UK this figure is slightly lower, with 64.5% of retail visits coming via mobile devices. The trend is repeated to a lesser degree in the US (55.8% mobile), Germany (43% mobile) and France (36.3% mobile).
The biggest US online retail winner is Macy’s, who rose 168 places to become the 407th biggest site in the world, with a phenomenal 57% of customers arriving via mobile web devices. The site, however, still has some way to catch up to the biggest retail site in the world, amazon.com, which rose one place to become the 13th biggest site (with 44% of global visits from mobile).
Match.com Flirts its Way Into the Top 500
The changing face of internet behavior is also evident with a strong showing for dating sites on mobile. The biggest winner, Match.com, rose 198 places to become the 499th biggest website, with 58% of visits arriving from mobile. It also has some way to supplant the world’s biggest dating site, Badoo which sits in 138th place.
Banking: Lloyds Gets Lift with 50% Mobile Share
In a recent banking report, we found that the biggest US banks only average 38% of online visits via mobile web. Bucking this trend is the UK’s fast-rising Lloyds Bank, which receives 50% of its online visits via mobile web, consequently increasing 166 places to 647th biggest overall site in the world. The world’s biggest banking site, chase.com, rose only slightly, moving from 129th to 126th. Though the sheer weight of traffic to Chase makes it the online frontrunner, the site only receives 31% of its visits via mobile. The shift to mobile also represents a challenge for customer engagement. For the leading big banks, a desktop session lasts an average of 6 minutes 33 seconds, a figure which is slashed to 3 minutes 33 seconds when looking at mobile visits.
As people spend more and more time on their mobile phones and consume more content on the go, desktop data becomes only part of the picture. The combination of desktop and mobile web data is most reflective of today’s reality and best enables you and your company to make intelligent and informed business decisions.
More on our Rankings!
SimilarWeb rankings are relied upon by hundreds of thousands of companies to benchmark their performance globally. It is also used daily by publishers and advertisers to assess any site’s traffic both for quantity and quality. The rankings, which can be found for free at www.similarweb.com/global, are updated on a monthly basis.