In the first quarter of 2025, Average Engaged Time increased in North America, mobile readership fell in Latin America, and loyal readership remained highest in Northern Europe.
Read on for more global audience insights from our first quarter research below.
Compare to our previous insights: Q4 2024 | Q3 2024 | Q2 2024
Engaged time highest in Central / Eastern Europe
Readers in Central / Eastern Europe were the most engaged audience with 37.5 seconds of Average Engaged Time. The Middle East and Southeast Asia followed with 35.5 and 28.5 seconds, respectively. No other regions averaged more than 27 seconds of engaged time.
Mobile traffic falls in Central / Eastern Europe and Latin America
Publishers in Central Asia, Southeast Asia, and Africa continue to receive the majority of their traffic from mobile audiences as more than 81% of pageviews came from this device type in these regions. All regions saw at least 66% of pageviews come from mobile devices in the first quarter.
Search traffic rises in Africa
53% of pageviews in Central Asia came from search engines in the first quarter, down from 54% in Q3. African publishers experienced a significant boost from this referral source rising from 45% in the fourth quarter to 51% in the first.
Social traffic stabilizes across the world
20% of pageviews in Africa came from social platforms in the first quarter, up from 17% in Q3. North American publishers also saw an increase, rising to 15%, while only Southeast Asia experienced a small decline of 1% compared to Q4.
Loyalty remains strongest in Northern Europe
Northern Europe had the highest percentage of pageviews come from loyal readers at 53%. North America and Southern Europe followed at 43% and 42%, respectively. Central / Eastern Europe saw the largest decline from the previous quarter, falling 13% compared to Q4.
Takeaways from our first quarter research
Average Engaged Time across the globe is 28 seconds.
Average Engaged Time ranged from 24.5 seconds in Southern Europe to 37.5 seconds in Central / Eastern Europe.
Audiences are mobile-first.
In any given region, at least 66% of site visits occur on mobile devices, and in three regions, it’s 81% or more.
Pageviews from social platforms have stabilized.
Southeast Asia was the only region to experience a decrease in social traffic from Q4 to Q1.
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