Study Finds 80 percent Of Mobile Content Reads Never Leave The Landing Page

Rumble, the smart mobile publishing platform, has announced the findings of its latest quarterly mobile study which identifies how users interact with content and how this affects their likelihood to share articles. This follows on from their first study, which showed that mobile readers have unique engagement habits when it comes to mobile content apps. This new study takes a deeper dive into understanding the type of content that drives user engagement and introduces the concept of an Article Share Rate (ASR) which measures the effectiveness once a user reads an article, their propensity to share the article and how this can help increase a publishers' audience footprint.

Over 100,000 users were evaluated across multiple publisher clients on the Rumble platform during the last quarter of 2013, and data was aggregated in order to identify the key concepts in the study - namely Article Views, ASRs and Propensity to share."After our mobile user engagement study, many publishers were still looking for ways to measure the effectiveness of their content beyond aggregate app performance," said Uyen Tieu, co-founder and CRO for Rumble. "By issuing this study, we hope to arm publishers with content benchmarks with section-specific data to help them engage their readers more effectively. This will also provide both editors and publishers with helpful data to link their mobile user engagement with new revenue streams."

Key findings include:

Viewing Habits

80% of traffic comes from users remaining on the default "Front Page", making editorial and data-driven curation and personalization key to mobile content strategy.

Article Share Rate

Once an article is read, a one percent average article share rate should be expected across all content types.

Locally-oriented content, although not a major driver of article views, generates a higher than average ASR and has a higher propensity to increase a publisher's audience footprint.

Methodology

Rumble conducted a comprehensive study which tracked user interactions on native iOS and Android apps on both phones and tablets that were powered by the Rumble publishing platform. The study tracked 100,000 users' content engagement behavior from Oct 1, 2013 - Dec 31, 2013. These users were largely based in the US.

To download the Mobile Content Engagement Study, please visit rumble.me/mobilecontentstudy