Global audience insights from the fourth quarter of 2024
In the fourth quarter of 2024, Average Engaged Time increased in Africa, mobile readership fell in Southeast Asia, and loyal readership remained highest in Northern Europe.
Read on for more global audience insights from our fourth quarter research below.
Compare to our previous insights: Q3 2024 | Q2 2024 | Q1 2024
Engaged time highest in the Middle East
Readers in the Middle East were the most engaged audience with 38.4 seconds of Average Engaged Time. Central / Eastern Europe and Latin America followed with 37.3 and 29.3 seconds, respectively. No other regions averaged more than 29 seconds of engaged time.
Mobile traffic falls in Southeast Asia and Southern Europe
Publishers in Central Asia, Southeast Asia, and Africa continue to receive most of their traffic from mobile audiences as more than 80% of pageviews came from this device type in these regions. All regions saw at least 67% of pageviews come from mobile devices in the fourth quarter.
Search traffic on the rise in most regions
54% of pageviews in Central Asia came from search engines in the fourth quarter, up from 50% in Q3. African publishers experienced a similar boost with 45% of pageviews coming from this source.
Social traffic declines in Africa
17% of pageviews in Africa came from social platforms in the fourth quarter, down from 20% in Q3. Southeast Asia had the highest percentage of traffic from social media at 19%.
Loyalty strongest in Northern Europe
Northern Europe had the highest percentage of pageviews coming from loyal readers at 54%, up from 51% during the previous quarter. Central / Eastern Europe followed at 45%. The Middle East saw the largest increase from quarter to quarter, rising from 27% to 31%.
Takeaways from our fourth quarter research
Average Engaged Time across the globe is 29 seconds.
Average Engaged Time ranged from 24.7 seconds in Central Asia to 38.4 seconds in the Middle East.
Audiences are mobile-first.
In any given region, at least 67% of site visits occur on mobile devices, and in three regions, it’s 80% or more.
Pageviews from search continue to grow.
Southeast Asia was the only region to experience a decrease in search traffic from Q3 to Q4.
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