Bounce rate, pages, and time.
A bounce rate is the percent of visitors of a specific site who navigate away from the site after viewing only one page. As the years has gone by this percentage has slowly risen. As the bounce rate has risen the amount of time people spend on a website has dropped. The reason is that viewers are now looking for a specific thing when they go to a website, so as soon as they find what they are looking for then they exit the site without looking at the rest of the website. This also means that the number of pages that the average viewer looks at is considerably less than if they were looking at the website to look at all of it's content instead of looking for one thing.
Desktop vs. Mobile
In the past couple of years research has shown that there has been a shift in how people view websites as well as for how long. In the past every body just used a desktop to look at the website that they wanted to look at. However that was before we had phones and tablets that could do the same thing. Now with all of the smart phones that are out and available, people tend to look at a website with a mobile device instead. This in a way is good however. It allows the viewer access to a website incase they are on the go and can not reach a desktop right away. It allows the viewer to get the information they need at any moment. But as the amount of viewers looking on mobile devices go up, then the amount on desktops go down.
When someone uses a mobile device they tend to not stay on the website very long, which also means that they look at less pages. Because more people are using mobile devices to look at websites more often these days, web designers have to make sure that their website is both desktop friendly and mobile device friendly. This means that they make it so that the website can be shown on a smaller screen and still be useable, and so that the users do not have to zoom in and scroll a ton just to see a little of the website.
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