The Data Behind Distributed Content
34
Dan Valente Director of Data Science, Chartbeat [email protected] @dpvalente THE DATA BEHIND DISTRIBUTED CONTENT Amended and corrected version: 23 June 2016
-
Upload
dan-valente -
Category
Data & Analytics
-
view
934 -
download
0
Transcript of The Data Behind Distributed Content
Dan Valente Director of Data Science, Chartbeat
[email protected] @dpvalente
THE DATA BEHIND DISTRIBUTED CONTENT
Amended and corrected version:
23 June 2016
In an initial version of these slides, an error was present in the database from which the data were pulled. The affected slides have been updated to reflect the corrected data.
Where the data differ from the original presentation, a red asterisk has been placed in the lower right hand corner.
ATTENTION
*
We help editors and journalists understand audience behavior, engagement, and consumption of content.
We care about media, the role of journalism in society, and … data!
A BIT ABOUT CHARTBEAT…
A few of our partners.
WHAT WE’LL COVER TODAY
What does the data look like so far on AMP and Facebook Instant Articles?
What are some typical audience behaviors in the EU and US?
What is the hope for building a loyal audience in a world of platform-driven side-door traffic?
DISCLAIMER:
I am going to tell you some things you already know.
1000 EU Domains 2000 US Domains
15 Billion Pageviews 15000 Years of Engaged Time
These comments are backed by evidence from the Chartbeat Network:
HOWEVER …
More visits occur on mobile devices than on desktop devices.
THING YOU ALREADY KNOW #1
NETWORK DATA
45% 48%
7%
DESKTOP MOBILE TABLET
100
80
60
40
20
% V
ISIT
S
EU Sites
In the US, engaged times on mobile devices are about 30% greater than on desktop.
NETWORK DATA
EU US
10
20
30
40
AVERAGE ENGAGED T IME (S )
THING YOU ALREADY KNOW #2
Users visit directly on desktops, but through social channels on mobile devices.
THING YOU ALREADY KNOW #2.1
…and search is somewhere in between.
NETWORK DATA
DESKTOP MOBILE TABLET
EU Sites
% V
ISIT
S
60
50
40
30
20
10
*
BUT …
Engaged times for users coming from Search are about 1.5X longer than from Social
Google and Facebook drive the vast majority of online traffic.
THING YOU ALREADY KNOW #3
NETWORK DATA
DESKTOP MOBILE TABLET
% R
EF
ER
RE
D
TR
AF
FIC
100
80
60
40
20
EU Sites
Most users enter on an article page.
THING YOU ALREADY KNOW #4
In the US and EU, over 60% of mobile visits are
to articles
In the US, over 50% of desktop visits are to articles
EU sites have a larger percentage of desktop landing page visits than US sites (+15%).
IN FACT …
*
BUT …
Mobile audiences don’t recirculate.
NETWORK
DESKTOP MOBILE TABLET
1 .0
0.8
0.6
0.4
0.2
AVERAGE PAGES VIS ITED AFTER ENTRANCE
SO WHAT?
We know that the more engaged an audience, the more likely they are to return.
5
4
3
2
1
6
7
8
TIME (MINS)2 4 6 8 10
PR
OB
AB
ILIT
Y (
%)
PROBABIL ITY THAT A NEW USER RETURNS WITHIN A WEEK
Is there hope for building a loyal audience in a world of platform-driven side-door traffic?
FACEBOOK GOOGLE TWITTER
NETWORK
% REFERRED TRAFFIC FOR LOYAL USERS
US Sites
5
10
15
20
30
25
35
40
Unfortunately, socially loyal visits are much, much less common than directly loyal visits.
*
*
If we ignore Dark Social, then socially loyal visits are less than 10% of directly loyal visits.
What about the new content formats?
THE NEW PLATFORMS ARE ENGAGING AVERAGE ENGAGED TIME (S)
INSTANT ARTICLES 53
AMP 52
FACEBOOK 46
GOOGLE 38
Median page load times for AMP are 4X faster than typical mobile pages
AMP Other Mobile 1.05 s 4.2 s
The platforms control the data.
Measuring distributed content is hard.
Similar metrics are similar, but not equivalent.
Each platform provides different user experiences.
DISTRIBUTED CONTENT DATA CHALLENGES
CLOSING THOUGHTS
In the mobile, article-first, driven-by-platforms world, quality content still prevails…
….and will build a loyal audience.
Dan Valente Director of Data Science, Chartbeat
@dpvalente [email protected]
chartbeat.com
THANKS, GEN 2016!
