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The State of Digital Content

Content marketing start-up Uberflip has released an infographic on digital content consumption stats over the past few years. The trends are consistent with global internet traffic at large, however there are some noticeable nuances with how audiences are consuming branded content made specifically for digital.

“It’s not surprising to most that content consumption has become increasingly mobile-based. I think most people would be surprised though that iPad and iPhone devices make up 77% of mobile consumption of digital content,” says Uberflip Co-Founder Yoav Schwartz. “I expect iPad to maintain its share but Android smartphones are growing as a share of the smartphone market.”

Uberflip compared key usage data from February 2010 through February 2013 using Google Analytics data and their proprietary Uberflip Metrics platform. Over that time, their digital content reader registered 28,176,470 unique visits, with an astounding average reading time of 5:44 in February 2013 – up 347% from 1:17 in 2010.

Along with shifting mobile trends since the introduction of the iPad in March 2010, there is a distinct shift in how users are sharing branded content. Facebook and Twitter are slowly overtaking email as the most popular way for brands to distribute and share digital content. In fact, email is in rapid decline as the most popular way to share, going from 93.3% in 2010 to just over 50% in February 2013.

“Years ago companies and brands were blasting content to their audience via email,” adds Schwartz. “Now, brands are increasingly enabling the virality of their content by leveraging social channels. The communication is increasingly two-way and spamming is no longer tolerated. Facebook and Twitter are leading the way, but brands are quickly taking to LinkedIn and Pinterest so I expect them to steal a bigger cut of the pie in the coming years.”

Last but not least is the rise of video as a key component of content marketing by brands. Uberflip data shows that video content has risen 3.7x to 22% of brands incorporating video into their digital content.

“Digital content is changing. Brands need platforms like ours that leverage the power of social media, video, analytics, and responsive design for seamless delivery on any device,” adds Schwartz.

About the Author

Jose has seven years of experience in cross-platform media and marketing. He's responsible for the development and implementation of marketing campaigns.

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