In the second quarter of 2025, Average Engaged Time increased in the Middle East, mobile readership fell in Central Asia, and loyal readership remained highest in Northern Europe.
Read on for more global audience insights from our second quarter research below.
Compare to our previous insights: Q1 2025 | Q4 2024 | Q3 2024
Engaged time highest in the Middle East
Readers in the Middle East were the most engaged audience in the second quarter with 38.3 seconds of Average Engaged Time. Central / Eastern Europe and Latin America followed with 35.6 and 31.7 seconds, respectively.
Mobile traffic falls in Central Asia and Northern Europe
Publishers in Central Asia, Africa, and Southeast Asia continue to receive the majority of their traffic from mobile audiences as more than 82% of pageviews came from this device type in these regions. All regions saw at least 65% of pageviews come from mobile devices in the second quarter.
Search traffic falls in multiple regions
49% of pageviews in Southeast Asia came from search engines in the second quarter, down from 53% in Q1. Most regions saw similar decreases from this referral source with the exception of Central / Eastern Europe which rose from 23% in Q1 to 25% in Q2.
Social traffic grows across the world
23% of pageviews in Africa came from social platforms in the second quarter, up from 20% in Q4. North American publishers also saw an increase, rising to 17%, while only Southeast Asia experienced a small decline of 1% compared to Q1.
Loyalty remains strongest in Northern Europe
Northern Europe had the highest percentage of pageviews come from loyal readers at 48%. Central / Eastern Europe and Southern Europe followed at 45% and 40%, respectively. Central / Eastern Europe saw the largest increase from the previous quarter, rising 13 percentage points compared to Q4.
Takeaways from our second quarter research
Average Engaged Time across the globe is 30 seconds.
Average Engaged Time ranged from 24.2 seconds in Central Asia to 38.3 seconds in the Middle East. Overall, Average Engaged Time improved from the first quarter’s mark of 28 seconds.
Audiences are mobile-first.
In any given region, at least 65% of site visits occur on mobile devices, and in three regions, it’s 82% or more.
Pageviews from search are decreasing.
All regions except Central / Eastern Europe saw a decrease in pageviews from search engines in the second quarter. This is likely a result of AI’s growing impact on search, and it’s something we’re actively monitoring so we can keep you up to date on any changes as they happen and provide you with data-backed suggestions to help you navigate them.
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