Nearly half (45%) of all online content goes unseen (but visibility is improving)

Apr 13, 2021 | Content marketing, Online advertising

Nearly half (45%) of all online content goes unseen (but visibility is improving)
Almost half (45%) of all online content goes unseen, but this number fell from 69% in 2020, according to new research.

The global benchmark study by Contentsquare, found that 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 behaviours.
By analysing over 20 billion web sessions from the world’s biggest brands, Contentsquare’s ‘2021 Digital Experience Benchmark’ reveals that:

• The amount of unseen content has actually reduced in the last year
• The beauty (60%) and apparel (59%) sectors have the highest amount of unseen content
• Travel (33%), B2B (35%) and financial services (36%) pages had the lowest
• The majority of unseen content is on mobile devices (49%), closely followed by desktop (46%)

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.

Read the Contentsquare’s 2021 Digital Experience Benchmark report here


Methodology

Research based on Contentsquare’s database of over 900 global websites to collect over 20

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