According to the latest data by experience analytics company Contentsquare, more than half of all Asia Pacific (APAC) consumers in 2022 leave a web or mobile site after viewing just one page — a figure up by 11% from the previous year.
Additionally, a 54% average scroll rate across industries shows that many customers don’t make it past the halfway point on any web page.
These findings are featured in the firm's 2022 Digital Experience Benchmark report.
Based on an analysis of 46 billion web sessions from around the globe and across 14 industries, the report is designed to help brands benchmark their digital performance against industry averages, emphasizing where they should concentrate their engagement efforts and resources to gain a competitive advantage in a modern, congested market.
The report also notes that average page loading times are better on mobile than on desktop, 1.37 seconds for mobile versus 1.97 seconds for desktop. This indicates that brands have been heeding their customers' input and prioritizing the smartphone experience.
With an average of 57% of digital traffic coming from mobile, APAC businesses understand the significance of a mobile-first mindset, and are thereby creating experiences that transcend channels.
Meanwhile, the travel and hospitality sector stood out from the rest, clocking the lowest bounce rate at 40%, while the B2B, financial services, and media sectors all tied for the loftiest bounce rate at 68%.
Jonathan Cherki, founder and chief executive officer at Contentsquare, said, “Digital experience is a top priority for brands globally, but many experiences still fall short of customer expectations, mainly because many businesses still stumble to understand what makes their customers happy and what frustrates them.”
Albert Nel, senior vice president for APAC and Japan at Contentsquare, added, “Asia Pacific consumers’ digital-first, mobile savviness has only grown from strength to strength over the last two years. With mobile democratizing how we live and shop for the long run, Asia-Pacific brands and marketers have a wealth of opportunity in leveraging customer intelligence to create experiences that match user goals and expectations.”
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