Latest Contentsquare Report: Nearly Half (45%) of All Online Content Goes Unseen
Content is king — but are you actually making an effort to get your content to your audience on the right platform at the right time. Almost half (45%) of all online content goes unseen, according to a global benchmark study by Contentsquare, the leading experience analytics company. While user behavior continues to evolve through the ages, the recent pandemic has shown that ’empathizing content is what audience wants. Organizations are producing content at an unimaginable pace. There is a stiff competition to get first to your target audience who would most likely consume the content. But still, there is no assurance that your content perform — if the latest report findings are to be believed.
While 45% is still a significant amount, this figure has in fact reduced in recent years. In Contentsquare’s 2020 benchmark, it was found that as much as 69% of all online content went unseen.
The ‘2021 Digital Experience Benchmark’ incorporates global Contentsquare data from over 20 billion individual web sessions collected across 900 websites, providing unparalleled insight into previously misunderstood user behaviors.
The research reveals that the rates are considerably higher for the beauty (60%) and apparel (59%) industries, which tend to have a lot of product display pages. On the other end of the spectrum, the travel (33%), B2B (35%), and financial services (36%) sectors had the lowest content unseen rates.
Contentsquare’s report also shows that when it comes to devices, the most unseen content is on mobile (49%), followed closely by desktop (46%) and tablet (39%).
Commenting on the findings, Niki Hall, CMO at Contentsquare said “Sometimes more isn’t better. With 45% of your site content going unseen, maybe it’s time to take a step back from creating new materials and re-evaluate how your brand is promoting top performing content. Our advice is to focus your energy on identifying the key pieces of content that give value to your customers, then optimize and increase the visibility of this content to drive the maximum engagement from your investments. This could include revisiting and promoting existing pieces of content, or even just fixing the navigation on your website to ensure it isn’t being buried.”
The study also compares the percentage of content seen with the average scroll rate to better understand how much page content visitors are seeing during a browsing session. With an average all-industry scroll rate of 56.8%, just under half of the pages visited during a session are still unseen by visitors.