Web traffic from desktop computers plummets on weekends as people spend most of their time on mobile once they leave the office on Fridays, according to a Parse.ly study.
The ratio of mobile to desktop traffic stays somewhere near 1:1 throughout the week, but on weekends, the ratio changes dramatically -- nearing closer to 2:1. Check out the grey dips in the chart below.
Parse.ly estimates that this change accelerated most from 2015-2016. Their findings also show that the mobile ratio tends to increase late at night, even supporting an 11:00 p.m. EST "reading activity peak" for mobile visitors.
Why it matters: According to Parse.ly, mobile usage at night and weekends could suggest that mobile/tablet devices are being used for leisure content consumption. It would make sense that publishers take a different approach to content and format on weekends, to reflect reader consumption and behavior habits.