A Year in Data: 2014-2015 Audience Trends

@JohnMLevitt @Parsely #ONA15data


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Parse.ly’s Dataset400+ premier content websites

40 Billion page views / events tracked monthly 600 million de-duped visitors each month

200 million social shares each month

6@JohnMLevitt @Parsely #ONA15data

The impact of loyal readers

The changing of digital deadlines

The lifespan of articles

The state of tags in digital media

Social media vs. search


What impact do loyal readers have on a site?REPORT PERIOD

JANUARY - MARCH 2014


Page views, visitors = Discovery

Engaged time = Attention

Loyalty = TrustPost engagement = Willingness to take action@JohnMLevitt @Parsely #ONA15data

*Returning visitor: A visitor that has returned to the same web site within a 30-day moving window prior to their latest visit.

11%AVERAGE PERCENTAGE OF LOYAL READERS ACROSS OUR NETWORK



Good Page Views

Good Engaged Time


What makes a good digital deadline?REPORT PERIOD

JUNE - AUGUST 2014





What is the lifespan of an article?LIFESPAN ANALYSIS

REPORT PERIOD SEP - NOV 2014


Article’s lifespan: amount of time it takes for an article to receive 90% of all its views within a 30-day window.



• Republish

• Try a new headline

• Use different keywords or targeted audiences for paid promotions

• Use relevant recommendations to follow-up or previously posted stories


Are digital publishers using metadata well?TAG ANALYSIS

REPORT PERIOD MAY - JULY 2015


“I think tags are being used well at my organization.”

10 = strongly agree; 1 = strongly disagree



450 5.2AVERAGE NUMBER OF TAGS PUBLISHERS USE IN A MONTH

AVERAGE NUMBER OF TAGS PER POST AMONG ALL POSTS USING TAGS


Digital Publishers Using Tags

#ONA15data

Social vs. Search


This time last year…

#ONA15data

Today: Facebook Pulls Ahead of Google as Top Referrer to Media Sites


Projecting: What will 2016 bring?

Our suggestion: Use data to make sure that you’re staying on top of reader habits, preferences and

providing them with the best experience possible.


The Parse.ly Authority Report

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A Year in Data: 2014-2015 Audience Trends