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Marketing Global Readership Trends Report

Written by: Megan Morreale

Nov 14, 2017


People are spending more and more time on the web everyday. As marketers evolve and find new ways to distribute their content—from infographics, to articles, to white papers and more—technology changes along with them.

Distribution strategies have evolved over time as marketers and publishers get smarter about targeting the right people, and delivering engaging and relevant content at the right time.

As the industry has evolved from pop-ups, to display, to social media and now to content discovery along this journey—so has the way consumers interact with content across all different types of devices.

Taboola sees this change in internet behavior in real-time, as they serve a growing 360 billion content recommendations a year, to over 1 billion people on the web’s top publisher sites.

In this global readership trends report, you’ll learn how to reach the people who want to view your content most effectively.  

Taboola has taken a look at reading trends across the globe in several countries in the America, EMEA and APAC to cover three specific metrics they know are of interest to marketers—these insights will help you drive engagement with your brand.

How long do people spend with your content when they’re on a certain device type?

The first trendline this report covers is the average session duration each person spend with a piece of content on a certain device type.

With this data, marketers can predict how long each person will engage with content depending on the device they’re using, and therefore, adjusting targeting tactics and CTA placement accordingly.

Engagement with content is particularly important as marketers think about optimizing their budgets to their maximum perspective this coming year. As you develop a distribution strategy, you’ll want to understand which platforms in which geos drive the most amount of engagement with your brand.

How long do you have to catch a person’s attention?

We took a look at the average number of pageviews to illustrate how long a person is surfing the web, overall, with each device type.

The amount of time people spend to dedicating their attention to the open web across different device types varies by country, and will have an effect on your market opportunity when it comes to distributing content.

As a marketer, this is indicative of the amount of time you have to catch a person’s attention before they move out of the discovery mode—the period of time when they’re interested in discovering something new.

Where is your competition spending the most money?

Marketers across the globe are embracing distribution in make forms—content, online advertising, video, and more. Taboola has data on the spend categories, or verticals, where they’re spending the most, by location.

You might find some of the insights surprising. For example, the automobile vertical is much more saturated in Thailand than any other country across the globe, and in Germany, finance is the largest vertical of interest.

The bottom line—Taboola wants to give you a high level overview of internet behavior, so you can understand how you should respond in terms of distributing your content, and how your competitors are responding as well. As you read through the readership report you can expect the following insights:

  • Average session duration to illustrate how long the general population spends with a single piece of content on a certain device type.
  • Average pageviews to illustrate how long a person is surfing the web, overall, with each device.
  • Spend categories to illustrate the types of content that marketers are spending the most budget to promote.

This report identifies the major gaps in content opportunities, so content creators can focus on where there is less competition, and therefore, more opportunity. For marketers working on their own reports, they visit Venngage’s report templates page. 

Taboola is the world’s leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web’s most innovative publisher sites. To learn more about how Taboola can help you A/B test your site content, contact us or start your campaign.

readership trends

About Megan Morreale

Content Marketing Manager at Taboola and proud iced tea addict. You can find me online writing, tweeting or crunching a set of marketing data. Tweet me @MeganRoseM.