In the third quarter of 2025, Average Engaged Time fell across multiple regions, Mobile readership remained steady across a majority of regions, and Loyal readership remained highest in Northern Europe.
Read on for more audience insights from our Q3 research below.
Compare to our previous insights: Q2 2025 | Q1 2025 | Q4 2024
Average Engaged Time highest in Central / Eastern Europe
Readers in Central/Eastern Europe were the most engaged audience in Q3 with 34.7 seconds of Average Engaged Time. The Middle East and North America followed with 33.2 and 26.6 seconds, respectively. The overall engaged time across all regions has declined, with the exception of Central Asia.
Mobile traffic increases in Africa and Central Asia
Publishers in Africa, Central Asia, and Southeast Asia continue to receive the majority of their traffic from mobile audiences, as more than 81% of pageviews across these regions came from this device type. All regions saw at least 62% of pageviews come from mobile devices in the Q3.
Search traffic increases in multiple regions
53% of pageviews in Central Asia came from search engines in the Q3, up from 46% in Q2. Multiple regions saw increases from this referral source with the exception of Africa, Southeast Asia, and Latin America, where search traffic either decreased or remained the same.
Social traffic falls in North America and Africa
21% of pageviews in Southeast Asia came from social platforms in Q3, up from 17% in Q2. North American publishers saw a decrease, dropping from 17% to 13%. Africa saw the steepest decline, with social traffic dropping 6% from Q2.
Reader loyalty remains strongest in Northern Europe
Northern Europe had the highest percentage of pageviews come from loyal readers at 55%, rising by 7% from Q2. North America and Southern Europe followed at 45% and 44%, respectively. Central / Eastern Europe saw the steepest decline in loyalty, falling 9 percentage points compared to Q2.
Takeaways from our third quarter research
Average Engaged Time across the globe is 26 seconds.
Average Engaged Time ranged from 34.7 seconds in Central / Eastern Europe to 22.4 seconds in Africa. Overall, Average Engaged Time dropped from 30 seconds in Q2 to 26 seconds.
Audiences remain mobile-first.
In any given region, at least 62% of site visits occur on mobile devices, and in three regions, it’s 81% or more.
Search traffic increases across a majority of regions.
Despite AI’s growing impact on search, a majority of regions saw an increase in pageviews from search engines in Q3.
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