888-397-9494 marketing@legacy.com

Legacy partners with over 1,500 newspapers and 4,000 funeral homes in the United States, Canada, Australia, New Zealand, U.K., and Europe. Our large network of partners allows us to analyze industry-wide obituary-related trends and share these findings with our partners. This month, we’re looking at how your users are getting to our site.

The biggest takeaway? Across the U.S. and Canada, mobile usage is continuing to grow, while the percentage of users coming from desktop and tablet is declining.

About the Research

For this analysis, we reviewed Legacy’s Google Analytics data from January to May 2016 and 2017. We looked at data by state or province of the newspaper affiliate, and we also grouped states based on U.S. Census Bureau data.

Census regions are groupings of states that subdivide the United States for the presentation and analysis of data. There are four U.S. census regions: Northeast, South, Midwest, and West.

Device Trends

The device breakdown for the United States is: 40% mobile, 46% desktop, and 14% tablet. Compared to 2016, mobile has increased by 12% in 2017, while desktop and tablet have both declined by 7% and 6% respectively.

Trends across the United States show that the South skews slightly more mobile than the rest of the country. The south sees 8% more mobile users than the national average, and 8% fewer tablet users. The Northeast sees 8% more tablet users than the national average and almost 5% fewer mobile users than the national average.

Our Canada affiliates see 50% of users coming from desktop, 28% from mobile, and 22% from tablet. Compared to 2016, mobile usage among our Canadian affiliates increased by 13%, while desktop and tablet decreased by 6% and 1% respectively.

United States Mobile Usage by State

From 2016 to 2017, all 50 states saw an increase in mobile usage and either a decrease or flat status quo in desktop and tablet usage.

Mobile usage in the U.S. ranges from North Dakota’s 28% of users to Alabama’s 50.32%. Alabama, Georgia, Louisiana, Mississippi, New Mexico, South Carolina and Texas all have more users coming to their sites by mobile than by desktop or tablet.

States With the Highest Mobile Usage

  1. Alabama: 50.32%
  2. Louisiana: 47.82%
  3. Mississippi: 46.72%
  4. Georgia: 45.17%
  5. Texas: 44.83%

States With the Lowest Mobile Usage

  1. North Dakota: 28.06%
  2. South Dakota: 28.11%
  3. Nebraska: 29.44%
  4. Rhode Island: 30.17%
  5. New Hampshire: 30.69%

Canada Mobile Usage by Province

Saskatchewan sees the highest percentage of mobile users across Canada (34%), while Quebec sees the lowest percentage of mobile users (25%). From 2016 to 2017, Alberta, British Columbia, Ontario and Quebec all saw double-digit increases in mobile usage, and Saskatchewan saw an 8% increase in mobile usage.

*Map visual of Canada not available because there is no data available for Nova Scotia, New Brunswick, Manitoba, Prince Edward Island, or Newfoundland and Labrador. See data set for available provinces below. 

Accommodating a More Mobile Audience

In order to provide the best user experience, it’s important to understand who your users are and how they’re getting to your site. With the significant increases in mobile users year over year, Legacy continues to innovate and optimize for a mobile audience.

See the complete data set below. To read last month’s by-State data analysis, Obituary Notice Length by State, click here.

United States Data

Source: Legacy Google Analytics sessions; U.S. only; Jan-May data; threshold applied containing about 40% of data

State% Mobile% Desktop% Tablet % Mobile% Desktop% Tablet
AK32%53%15% 34%53%13%
AL45%40%15% 50%36%13%
AR35%53%12% 37%51%11%
AZ38%49%13% 41%48%11%
CA37%49%14% 40%47%13%
CO29%56%15% 33%54%14%
CT32%51%17% 36%49%16%
DC38%50%13% 40%49%11%
DE35%51%14% 39%48%13%
FL38%49%14% 41%46%13%
GA42%45%13% 45%42%13%
IA31%55%13% 34%53%13%
ID37%48%15% 40%46%14%
IL37%49%15% 41%46%14%
IN39%49%13% 42%45%13%
KS32%55%13% 35%52%12%
KY39%47%15% 42%44%14%
LA45%41%14% 48%39%13%
MA32%51%17% 37%47%16%
MD34%52%14% 38%50%12%
ME25%56%19% 32%51%17%
MI35%49%16% 41%44%15%
MN30%55%15% 34%51%14%
MO37%48%16% 42%44%15%
MS44%43%13% 47%41%12%
MT31%54%15% 36%50%14%
NC37%49%14% 40%47%13%
ND23%60%18% 28%55%17%
NE25%60%15% 29%55%15%
NH26%58%15% 31%53%16%
NJ38%47%15% 41%45%14%
NM42%45%13% 44%43%12%
NV32%54%14% 39%48%13%
NY32%52%16% 37%48%15%
OH37%48%15% 42%44%14%
OK33%53%14% 37%50%13%
OR33%52%14% 38%49%14%
PA38%47%16% 43%43%14%
RI26%57%18% 30%53%17%
SC40%46%14% 44%43%14%
SD22%62%16% 28%57%15%
TN41%47%11% 42%45%13%
TX41%47%12% 45%44%11%
UT38%48%14% 42%45%13%
VA38%48%13% 42%45%12%
VT28%55%17% 31%52%17%
WA34%52%14% 38%49%13%
WI30%54%15% 35%50%15%
WV31%51%18% 36%47%17%
TOTAL36%49%15% 40%46%14%

Canada Data

Source: Legacy Google Analytics sessions; Canada only; Jan-May data.
*Canada’s data does not include Nova Scotia, New Brunswick, Manitoba, Prince Edward Island, or Newfoundland and Labrador.

Province NameDevice Category20162017
British Columbiadesktop55.43%52.33%
All Canada*desktop53.42%50.46%
The following two tabs change content below.

Claire McAlpin

Claire is a Marketing Associate at Legacy.com with experience in marketing strategy, experiential marketing, account management and sales.