Q3 16/17 EMOG Overview Report

The amount of time spent on the page will indicate whether users are engaging with the content actively. If your newsroom is consistently producing good content, these metrics start to become more meaningful. Many news companies are increasing this metric by adding blogs, video, links to other relevant stories, slideshows and photo galleries. In the end, it comes down to valuable content in whatever form engages the reader longer – a stickiness indicator. 

For all of our core sites, the time on site for all users has gone down for everyone, except Hermiston and Oregon Coast Today stayed even. Overall for all sites the time on site went down 15 seconds. 

All users compared to last quarter – all sites
BME:  +2 seconds
CP: -8 seconds
CO: -5 seconds
DA: +1 second
EO: -4 seconds
HH: -6 seconds
OCT: +1 second
WCC: +4 seconds

Varying stats out there from a 2.5 avg per user on newspaper websites to 4.3 (Pew, NAA, Poynter) The chart above shows the average number of pages viewed during a session on our websites. More pages per session means that users are more engaged and exploring more on the site. Mobile gained slightly over the last three months.

Compared to last quarter – all sites
All users:  down .19 pages per session
Returning users: up .02 pages per session
New users: down .01 pages per session
Mobile users:up .02 pages per session

Goal: you want about a 50/50 spilt between new and returning users or 60/40 at most. This also depends on any strategies you might have in place, campaigns running, etc.

Why: If you skew very little new users, there’s no potential for growth. If you skew very little returning visitors there’s no potential for sustainability. Returning users tend to have better site engagement.

How you can get more new users: more post through social media, grow newsletter subscribers, run contest

Returning users: being consistent in posts with social media, consistently send out newsletters to subscribers, consistently run contests and giving readers a reason to come back to your site. 

What you do to grab new users will start driving return users if it’s done consistently. With return users it’s the content that engages the reader that will keep them coming back.

This also depends what campaigns you have running at the time and their goal – is it to attract new customers – then you would expect your new percentage to be larger – or is it to retain your current customers – then the returning would be larger.  You must ask yourself: What is the goal of your site currently?

Compared to last quarter – all sites
New users: up 4%
Returning users: down 4%

Trend over the last year was returning users were increasing and new users were down for the company, however the past two quarters it’s just the opposite.

Mobile and tablet traffic continue to grow at many of our sites. The Capital Press remains the only site where desktop is still the majority. All others are ruled by non-desktop devices.

Our company wide audience is 60% mobile and tablet traffic. Last quarter we were at 53%. The trend is those using only mobile devices to interact with newspaper websites will continue to grow.

The East Oregonian took over as a leader in the company for mobile traffic with 69% non-desktop traffic. The Chinook Observer wasn’t too far behind with 61% combined mobile/tablet traffic and only 40% desktop. Overall as a company we were down 2.5% in non-desktop traffic. 

Compared to last quarter – all sites
Mobile: down 1%
Tablet: down 1%
Desktop: up 3%

This graph shows where our core sites are with sessions, users and pageviews. Users are the number of unique individuals that visit our sites. This is like counting the number of people at a party – you don’t care what their activities are at the party, just that they are there. Pageviews are the number of times our pages get a “hit”, regardless of who’s doing them. With this metric, you don’t care who does the hits or if they are done by the same people. Sessions refer to individual browsing “sprees” without interruption. Sessions don’t track how many pages a person visited or what they are doing, they only track the period of activity. All three are important metrics for us to follow.

For the company we are exactly even from Q2 with pageviews at 47%, sessions 28% and users 25%.

Social referrals are what social platforms our audience is using to get to us. Facebook dominated by more than we’ve seen in the last two years this past quarter. We relied on all but 2% of our social referrals to come from Facebook. 

What does this mean? A couple of things: 1) we are not utilizing other social media platforms at our disposal like Twitter, Google+, Pinterest, Linkedin, etc. That our publications’ sole focuses seem to be Facebook and nothing else. We must diversify. We have the means within Social News Desk for this and must utilize them.

January to September 2015- 89% FB
October to December 2015 – 90% FB
Jan-March 2016 – 79% FB
April – June 2016 – 79% FB
July – September 2016 – 98% FB
October – December 2016 – 97% FB
January – March 2017 – 98% FB

All social media platforms for our publications are almost non-existent compared to Facebook this past quarter. Even though Twitter looks strong in these charts, it’s only 1% of our overall social referrals.

January to September 2015: 2% Twitter, 2% Disqus and 7% other social media.
October to December 2015: 2% Twitter, 1% Disqus, 4% other
January to March 2016: 15% Twitter, 1% Disqus, 2% Reddit and 2% other
April to June 2016: 15% Twitter, 1% Disqus, 2% Reddit and 2% other
July to September 2016: 1% Twitter, >1% Disqus, >1% Reddit and >1% other
October to December 2016: 2% Twitter, 1% Reddit and >1% other
January to March 2017: Twitter 2%, Reddit 1%, other social media >1%