Content Marketing: Content Consumption Trends in the Coronavirus Era
by excelr Tuhin (2020-10-06)
But what has really happened in these months with our content consumption habits? To answer this question, let's look at the results of Chatbeat's Global Interaction Study for Q2 2020.
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Content consumption according to the average interaction time
To measure the interaction between users and content, the Chatbeat study proposes a metric called "engaged time" .
Interaction time is the average time users spend actively interacting with content. In order to properly assess this metric, it must be taken into account that 45% of readers who upload an article abandon it in the first 15 seconds and more than 60% of them never return.
During the second quarter of 2020, interaction time was high around the world , perhaps reflecting a greater amount of free time available. Additionally, the data shows that readers who engaged with content for at least 15 seconds were more likely to return.
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At a global level, this was the average time of interaction by zones:
• Latin America: 36 seconds . It is the second quarter that this region is positioned as a leader in this metric and continues to trend upward since 2019.
• Africa: 35 seconds . This region is also on an upward trend, as the average interaction time was 31 seconds in the last quarter of 2019 and 33 seconds in the first quarter of 2020.
• Central Asia: 34 seconds .
• North America: 32 seconds .
• Southeast Asia: 32 seconds .
• Southern Europe: 32 seconds .
• Asia / Pacific: 31 seconds .
• Middle East: 31 seconds .
• Northern Europe: 29 seconds .
• Central and Eastern Europe: 29 seconds .
Content consumption by source ("referral")
Traffic from mobile
The mobile traffic increased worldwide . The world leader is Central Asia, with 87% of traffic coming from mobile phones (10% more than in the previous quarter). Interaction with content related to the global pandemic has been a clear driver of cross-device referrals.
In second place is Africa, with 83% of traffic coming from mobiles (in the first quarter of 2020 this figure was 80%). In the rest of the world we can see more modest increases, between 1 and 2%. Figures range from 62% in Central and Eastern Europe to 77% in the Middle East.
Search traffic
Search traffic also increased in Central Asia, from 33% in the first quarter of 2020 to 38% in the second. In second place we have the Middle East, which went from 26 to 29%.
The conclusion of Chartbeat is that in these areas the search for information through search engines has increased, especially for truthful information and useful news.
In the rest of the world, the share of search traffic ranges from 15% in Northern Europe to 27% in Africa.
Traffic from social networks
Traffic from social networks is very important in Southeast Asia, where it represents 32% of the traffic in the second quarter of 2020. If we take into account that here there is also a large amount of traffic from mobile devices, we see the importance of mobile social platforms in this area.
The next region with the most traffic from social networks was Africa, where it accounted for 25% (3% more than in the previous quarter). In the rest of the world this figure is between 14 and 23% and has not experienced such a marked growth.
Loyalty in content consumption
For the purposes of this study, Chartbeat defines a loyal reader as one who re-enters a site at least 50% of the days during a two-week period.
When we examine the percentage of page views by loyal users compared to the total, we find that Europe clearly leads in this metric . These are the results by zones:
• Northern Europe: 48%
• Central and Eastern Europe: 40%
• Asia / Pacific: 39%
• Southern Europe: 39%
• Middle East: 35%
• Latin America: 31%
• North America: 27%
• Africa: 24%
• Southeast Asia: 19%
• Central Asia: 18%
If we compare them with the previous quarter, we see that in Europe loyalty remains stable or increases, while it decreases in Central Asia and Southeast Asia.
Conclusions on content marketing in the era of the coronavirus
After analyzing the content consumption data at a global level and comparing it with last quarter, the Chartbeat study provides three main conclusions:
• The interaction has increased . The average time of interaction and referrals have increased around the world during the second quarter of 2020, in line with the interest generated by the coronavirus pandemic. However, media must take into account their loyalty potential and optimize at the page level to attract repeat visits.
• Loyalty is declining . The data from Southeast Asia is an example of a dilemma faced by the media: it is important to attract readers to the site through channels such as social networks, but it is not enough to guarantee that they stay with us, read the content in depth and they return to visit us assiduously.
• The coronavirus has meant a great change in content consumption , with levels of traffic and interaction never seen before. But we still don't know if these changes will have a long-term effect. It will take several quarters to see if this increase in audience engagement leads to higher loyalty and ultimately more opportunities for content monetization.
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