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BizReport : Blogs & Content archives : May 09, 2016

Consumers more engaged with branded content on smartphones

A new report from tech platform provider Polar reveals that consumers are spending more time engaging with branded content on their smartphones that on desktops or tablets.

by Helen Leggatt

By analyzing the performance of branded content campaigns on its platform from the past 12 months, Polar found that users spent, on average, 132 seconds with each piece of branded content. For the purpose of the study, branded content was defined as the landing page, or post-click destination.

Consumption of branded content was found to be highest among smartphone users. Average time spent on smartphones 119 seconds, 63% higher than on desktop (73 seconds). Time spent on tablets was 67% below the average.

The reason for higher consumption on smartphones, says Polar in its report, is "the linear path of the reader ensures there are less distractions and less chances to click away from the sponsored content. As well, content is increasingly tailor-made for the format".

In terms of branded content by publisher vertical, finance had the most engagement with 323 seconds on average, almost twice as much as health (189 seconds) and special interest (176 seconds) sectors.

Furthermore, the click-through rate on smartphones was found to be 127% higher than that of other devices.

Tags: branded content, engagement, mobile, research

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