Level of engagement time on tablets with e-papers across countries

By Ninna Lauridsen | Jul 16 2015 | Insights

This post was originally posted by visiolab.

Every country is known for their specific culture and habits. These cultural differences are visible in virtually all aspects of a person and has a large influence on the success of a product or not. Certain products can prove successful in one country and fail miserably in another country, despite they may be in close proximity. The level of engagement time on tablets readers have with e-papers are affected by those very same cultural norms. 

level of engagament time on tablets with e-papers across countries

Even though news consumption is a universal interest across the globe, it is interesting to see how key numbers about reader behavior change from country to country. Keeping the reader engaged can be a key element in obtaining high loyalty and it can reveal whether the media house will benefit most from increasing its focus on curated news 'lean back' news or 24/7 'lean forward' news

The graph depicts the average engagement time on tablets from a selected number of countries.


When assessing the graph, it becomes obvious that an enormous difference exists. The average engagement time on tablets in Finland is at a record high with 41.6 minutes, whereas in Germany the average engagement time on tablets is a mere 18.6 minutes. Norway and Sweden are equally far apart despite their cultural resemblance and geographical vicinity. The data proves how cultural similarity does not necessarily translates into similar reading habits.

Another notable result of the data is the span between the worst and best performer. Finland manages to keep the readers engaged more than double the time compared to Germany, which underlines the opportunity to grow reader loyalty through further engagement with the e-paper publication.

Data gathered in the period 01/01/2015 – 10/03/2015 from various publications.


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Ninna Lauridsen


Ninna Lauridsen