When a user scrolls through longer articles across your web pages it is a strong sign that they are interested in your content.
User behaviour — especially scrolling on your site — is also a strong indicator for social media teams to consider when planning their content marketing strategy.
Watching trends in this space give businesses insight in how to plan any medium- or long-form content they may have for the web.
Devices matter too. Delivering the correct content to the correct device at the correct time will make sure that marketing dollars are spent on effective engagement strategies.
But how do you track how your users scroll?
AddThis, which specialises in social bookmarking, content engagement and analytics has launched its Q2 report this week.
This report focuses on social sharing and content engagement trends across our behaviour on the web. The company took a closer look at our online scrolling behaviour.
AddThis tools already know that you are scrolling down the page. Its sharing buttons stay with you as you scroll. Specific messages are sent to the AddThis servers which indicate where you are on the page.
This gives the publisher of the page the opportunity to pop up a what’s next feature, or a related article when you are over half way down the page.
It analysed 50,000 unique, anonymous web browsers for insights. The results are interesting — especially for media strategists that deliver long-form articles. The report shows that scrolling is really important — to publishers of content — and advertisers.
Other highlights from the report include:
Ads delivered on pages that are optimized with content engagement tools have an 85 percent higher "viewability" rate.
Scrolling behaviour is 55 percent more likely to occur on Tuesdays and Wednesdays and 20 percent more likely to occur during traditional business hours of 9am to 5pm.
Zip code areas with income over $100k were eight percent more likely to scroll content.
Scrollers are 46 percent more likely to share content via Facebook yet they are 33 percent less likely to share content via Twitter.
Browsers located in the US northeast are 14 percent more likely to be scrollers compared to the rest of the country.
Sixty-five percent of browsers will bounce after one page visit when the referring URL comes from a social network such as Facebook or Twitter.
Operating systems are important too. Apple users scroll more than other users.
iOS users (Mac, iPhone and iPad) have a higher tendency (17 percent) to scroll, explore and engage with multi-page content compared to Windows users.
Compared to the average browser, scrollers are 46 percent more likely to share content with Facebook but 33 percent less likely to share content with Twitter.
Social engagement is much more than tracking likes, shares and comments.
Unfortunately teams are often bound by scorecards set by the financial division. These are often the only metrics used in organisations that can not see beyond the like — and see the real value of their engagement.