Takeaway: only 3.8 percent of readers are loyal, but they consume five times more content than ‘occasional readers’
It is smartocto’s philosophy that a loyal community recognises content value. That will automatically result in more attention time. Media outlets that create value are trustworthy for their audience and therefore attractive for advertisers.
Have you ever wondered how many of your readers could be considered loyal? Some people guess as much as 20 or 30 percent. But the question that follows immediately is: what actually is loyalty? Can you even measure it? Being the data-junkies that we are, we dove into this intriguing subject and came up with some interesting numbers. And oh, while we were at it, we decided to rewrite the definition of loyalty.
What the heck is loyalty anyway?
Many publishers are keen on ‘loyalty’, because for them it equals ‘paying customers’. In other words, loyal readers are returning visitors. Others have measured loyalty by combining frequency of site visits with things like recency. We feel that these are over-simplifications. It’s impossible to distill complex human behaviour this way: it’s too shallow and not accurate enough.