Digital Benchmark Report 2026
What you need to know to plan for 2027
This report is an aggregated view of behavioral intelligence from over 18 billion Fullstory sessions. Compare data cuts by region and platform to see insights and trends to help you in your 2027 planning.
Overview
Teams fix what breaks, not what frustrates
Your dashboards had a banner year. Your users didn’t. Teams got better and faster at fixing errors, while users continued to encounter high levels of friction across the experience.
Planning insight: The metrics that improved are the ones you already instrument. If your annual goals track only error rates, you’ll hit them yet still risk frustrating users. Set targets that monitor and measure experience quality, not just error counts.
Frustration vs. Breakage
Errors have an owner, but frustration doesn’t
Errors fell 8%, and post-error exits fell 34%. At the same time, rage clicks rose 77% and dead clicks rose 35%. Technical health improved, yet user frustration went the opposite way.
Planning insight: Errors improve because teams are accountable for them. Frustration won’t improve until teams are accountable for that, too. Give experience quality an explicit owner and a metric-based goal.
User engagement
Longer sessions, not deeper ones
93% of the average session is now inactive, up from 90% last year. Session duration rose 42%, while active time increased just 7%. Users are spending more time in sessions, but very little of that additional time reflects active engagement.
Planning insight: Session duration is one of the industry’s most common engagement KPIs. But longer doesn’t necessarily mean more engaged. If goals reward session duration alone, teams can hit the number without improving the experience. Measure what users do with their time, not just how long they stick around.
The device gap
Mobile breaks less, but dead-ends more
Mobile users encounter nearly 3× more rage clicks and almost 4× more dead clicks than web users, even as error clicks and post-error exits are substantially lower.
Planning insight: Fewer errors don’t mean a better mobile experience. If your mobile goals focus solely on technical health, teams can hit every target while frustration keeps climbing. Measure mobile success by what users struggle with, not just what breaks.
Audience Signals
Over half of web traffic is no longer human
Automated traffic accounted for 57.5% of HTTP requests in 2025, compared with 42.5% from humans, according to Cloudflare. As AI agents increasingly browse, research, compare, and act on behalf of people, the “human vs. bot” distinction is becoming the wrong one.
Planning insight: Your bot strategy can’t stop at block or allow. A scraper, malicious bot, and customer’s AI agent may all look automated at the network edge, but they represent very different intent. The next challenge is identifying which machines create value, not simply keeping machines out.
All industries vs. the field