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Screen size dictates bounce rate
Consumers in the Asia Pacific region prefer to browse on handheld devices with smaller screens, but they also engage more with content on larger screens, according to a new study.
The Asia Pacific Content Consumption Trends report from Outbrain, a content discovery platform, was based on analysis of data from over 100,000 sites, and looked at the content consumption behaviours and preferences of consumers in Australia, India, Indonesia, Philippines, Malaysia and Singapore.
It found that, in all of these markets, bounce rates – the percentage of visitors who enter a website and then leave rather than viewing other pages within the same site – for content consumed on mobile phones and tablet devices were higher than for content consumed on desktop PCs.
The greatest variance came in Australia where consumers were 36% more likely to bounce when consuming content on a mobile phone compared to on a desktop, and 20% more likely to bounce on a tablet.