Discovery Day, dedicated to significant discoveries in the order of Columbus, kicks off next week. In celebration, we’ve explored the power of Content Discovery as a marketing mechanism, comparing it to Search Engines and Social Media by looking at bounce rates around the world.
Going a step further, we’ve focused on mobile – the digital frontier that demarcates a largely unfamiliar territory that marketers are eager to tap into and for good reason. According to Forrester, mobile is a traffic-driving force to be reckoned with:In Europe and in the US, mobile now represents, on average, more than 20% of overall traffic to websites. For some companies, including many in media, more than half of all visits come via mobile devices. In some regions such as Asia or the Middle East, mobile is already surpassing PC traffic.*
As you’ll see in the data, Discovery trumps Search and Social globally in connecting with audiences. It doesn’t matter where you are in the world – whether it’s India or Germany. While each country has its own unique characteristics, all audiences engage most with content found through Discovery on their mobile phones, journeying deeper into sites beyond the first page they encounter.
This phenomenon isn’t just relegated to mobile phones. Discovery dominates across all platforms, content categories, and other measures of engagement. For additional data, check out this article.
*Report cited: Forrester Research Inc., Make The Most Of Analytics To Meet Your Mobile Objectives, Sep.2014