Global audience insights from the second quarter of 2024
In the second quarter of 2024, Average Engaged Time declined in the Middle East, mobile audiences grew in Central Asia and Southern Europe, 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 2024 | Q4 2023 | Q3 2023
Engaged time highest in the Middle East and Central / Eastern Europe
Q2 2024 - Engaged Time
| Region | Q2 | Q1 |
|---|---|---|
| Central Asia | 38.0 | 38.0 |
| Northern Europe | 36.0 | 36.0 |
| Southern Europe | 29.1 | 29.1 |
| North America | 28.8 | 28.8 |
| Southeast Asia | 28.6 | 28.6 |
| Africa | 26.8 | 26.8 |
| Asia / Pacific | 26.7 | 26.7 |
| Latin America | 26.2 | 26.2 |
| Central / Eastern Europe | 25.4 | 25.4 |
| Middle East | 22.9 | 22.9 |
Readers in the Middle East were the most engaged audience with 38 seconds of Average Engaged Time. Central / Eastern Europe and Asia / Pacific followed with 36 and 29.1 seconds, respectively. No other regions averaged more than 29 seconds of engaged time.
Mobile traffic grows in Central Asia and Southern Europe
Q2 2024 - Mobile
| Region | Q2 | Q1 |
|---|---|---|
| Latin America | 87% | 84% |
| North America | 87% | 87% |
| Southern Europe | 81% | 79% |
| Asia / Pacific | 78% | 76% |
| Northern Europe | 74% | 73% |
| Central / Eastern Europe | 73% | 72% |
| Middle East | 72% | 70% |
| Africa | 69% | 69% |
| Southeast Asia | 69% | 69% |
| Central Asia | 87% | 87% |
Central and Southeast Asian publishers continue to receive the vast majority of their traffic from a mobile audience as 87% of pageviews came from this device type in both regions. Africa wasn’t far behind at 81% and all regions saw at least 69% of pageviews come from mobile devices in the second quarter.
Search traffic on the rise in Central Asia and Africa
Q2 2024 - Search
| Region | Q2 | Q1 |
|---|---|---|
| Northern Europe | 47% | 45% |
| North America | 41% | 42% |
| Asia / Pacific | 41% | 39% |
| Central / Eastern Europe | 40% | 39% |
| Latin America | 40% | 37% |
| Southern Europe | 36% | 34% |
| Middle East | 36% | 30% |
| Africa | 34% | 30% |
| Southeast Asia | 30% | 29% |
| Central Asia | 47% | 45% |
47% of pageviews in Central Asia came from search engines in the second quarter, up from 45% in the first quarter. Southeast Asian and African publishers also saw more than 40% of pageviews come from this source.
Social traffic rebounds in Africa
Q2 2024 - Social
| Region | Q2 | Q1 |
|---|---|---|
| Southern Europe | 22% | 19% |
| Northern Europe | 22% | 15% |
| Asia / Pacific | 18% | 15% |
| Southeast Asia | 15% | 10% |
| Central Asia | 15% | 10% |
| Latin America | 11% | 10% |
| Middle East | 11% | 10% |
| North America | 10% | 10% |
| Central / Eastern Europe | 10% | 10% |
| Africa | 22% | 19% |
22% of pageviews in Africa came from social platforms in the second quarter, up from 19% in Q1. Central / Eastern Europe and North America followed at 15%.
Loyalty strongest in Northern and Central / Eastern Europe
Q2 2024 - Loyalty
| Region | Q2 | Q1 |
|---|---|---|
| Central Asia | 50% | 48% |
| Middle East | 50% | 44% |
| Africa | 44% | 37% |
| Southeast Asia | 39% | 37% |
| Asia / Pacific | 38% | 37% |
| Latin America | 38% | 37% |
| Southern Europe | 37% | 37% |
| North America | 35% | 35% |
| Central / Eastern Europe | 33% | 29% |
| Northern Europe | 50% | 48% |
Northern Europe had the highest percentage of pageviews coming from loyal readers at 50%, up from 48% during the previous quarter. Central / Eastern Europe followed at 44%. Central Asia saw the largest decrease from quarter to quarter, falling from 25% to 22%.
Takeaways from our second quarter research
Audiences are more engaged in the first half of the year.
Historically, audiences are more engaged in the first half of the year, making the midway point a great time to reevaluate engagement strategies.
Audiences are mobile-first.
In any given region, at least 69% of site visits occur on mobile devices, and in three regions, it’s more than 80%.
Recoup social audiences with the right content on the right channel.
Though referral traffic from platforms like Facebook has fallen, there’s a growing opportunity to recoup these audiences with social video, so long as you’re mindful of the different types of content audiences want from each platform.