Reader Habits Revealed
Business Blog / June 1, 2015
Creativity is everywhere. Anyone with a smartphone or laptop today can express themselves. With so much available content—news, photography, videos, music—from so many different sources, one question stands out: how do people consume it all?
At Flipboard, we can’t help but wonder the same thing. Our readers access 34,000 topics on every device imaginable. In the process, we’ve learned a lot about their habits and preferences for consuming content.
On average, they follow 30 individually-selected topics on Flipboard. From the niche to noteworthy, these topics are based on personal interests. We then feature the best, most relevant stories on those topics in their home feeds: it’s convenient, customized and personalized.
Time and Place
The question of “when” they’re reading depends on familiar routines.
Readership on Flipboard peaks three times a day during the week: morning, noon and night. There are two readership peaks on Saturdays and Sundays.
During the week, readers spend much of their mornings catching up on the news in magazines like The Daily Edition.
At night and on weekends, they enjoy more personal time, exploring a broader range of content around topics like celebrity news, photography and auto.
While the majority of readers access Flipboard from their smartphones, we do see a significant uptick in tablet usage when consumers are engaged in a lean-back experience.
Engaging Around Events
Our readers turn to Flipboard to engage further around their favorite events. Whether it’s the Super Bowl or the Grammys, they’re looking for a place to preview big events and relive their favorite moments afterwards.
Flipboard is not just about articles: it is, in fact, a multi-media experience. And, our readers spend a considerable amount of time engaging with all sorts of media. On average, readers spend a minute and a half reading each article, more than a minute watching each video and nearly ten sections viewing each photo that they click.
Flipboard helps readers discover, explore and curate content they care about. For brands, Flipboard provides a great environment to place content among premium publishers and align against readers’ interests.