Direct website access drives engagement in U.S.: Study

Users are more engaged with a website if they go directly, rather than if they link from search engines, social media sites or friends’ referrals, according to comScore and the Pew Research Center. In a study of U.S. users, visitors who arrive directly spend an average of 4 minutes and 36 seconds, view 24.8 pages and visit 10.9 times every month. When arriving from Facebook, they spend 1 minute and 41 seconds on average, view 4.2 pages on average, and visit 2.9 times on average per month. When arriving from search engines, similar engagement is realized.

World Newsmedia Network has published Global Digital Media Trendbook each year since 2006. The 2014 trendbook contains 500 data sets and 230 pages of analysis about digital media usage and revenue patterns, including this data set. To download the GDMT free executive summary, go to www.wnmn.org