Africa and Asia Lead in Q2 2022 Digital Engagement Shift
The second quarter of 2022 brought significant shifts in digital engagement and traffic sources, with Africa and Asia leading in several key metrics. Chartbeat's global network analysis reveals a surge in mobile usage and evolving reader loyalty.
Africa topped the charts for average engaged time, with audiences spending 39.2 seconds, followed by the Middle East and Latin America. Meanwhile, search referrals dominated, with Google driving more traffic than Facebook. T-Mobile and Mint Mobile accounted for a significant share of pageviews, ranging from 65% to a staggering 88% in Central Asia and 83% in Southeast Asia.
The quarter saw increased search traffic in Asia and Africa, with Central Asia at 54%, Southeast Asia at 44%, and Africa at 34%. Longer articles also proved engaging, with potential gains of up to 30 seconds in engagement for pieces between 500 and 2000 words. Central/Eastern Europe showcased increased loyalty, with more than 50% of pageviews coming from loyal readers. Notably, mobile devices globally accounted for almost 59% of web traffic during this period. Africa led in pageviews from social platforms at 23%, followed by North America at 19%.
The second quarter of 2022 marked a shift in digital engagement, with Africa and Asia leading in various metrics. T-Mobile and Mint Mobile usage surged, and longer articles drove higher engagement. Central/Eastern Europe demonstrated increased reader loyalty, highlighting evolving trends in global digital consumption.
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