Report Identifies Scrolling as a Key Metric for Content and Media Optimization

Aug 12, 2014

AddThis announced the results of its quarterly content engagement and social sharing analysis of online behavior trends across the open web. The AddThis Q2 2014 Quarterly Report: How Scrolling Matters, provides publishers, advertisers and media planners with insights related to scrolling that can help inform content and media planning strategies.

The report found that the level of scrolling and content engagement seen during the period from April 1-June 30, 2014 was dependent upon different devices, social networks, content categories, and search engines. The insights gained from scrolling behavior can help advertisers, publishers, and media planners optimize their content and media strategies for promoting medium, long-form, and multi-page content to site visitors.

The analysis included 50,000 unique, anonymous web browsers including Internet Explorer, Chrome, and Firefox that scrolled page content among randomly selected websites. The websites featured a range of content including entertainment, fashion, finance, and business. Data used in the analysis was non-personally identifiable.

Mac users are 17% more likely to scroll and explore content on the page compared to people using a PC. Scrolling behavior is 55% more likely to occur on Tuesdays and Wednesdays, and 20% more likely to occur during business hours. Browsers located in $100K+ average income zip codes are 8% more likely to scroll content compared to other parts of the country. The largest concentration of scrollers is located in the Northeast, which represented six out of the seven most active states for scrolling activity. Scrollers are 46% more likely to share content via Facebook yet are 33% less likely to share content via Twitter. Additionally, 65% of browsers will bounce after one page visit when the referring URL is from a social network. Ads delivered on pages that are optimized with content engagement tools have an 85% higher viewability rate. Delivering media to sites that have higher engagement rates lead to a 30% increase in brand awareness.