Web sites want to maximize engagement, but it’s hard to guess what each visitor will want to read or buy. Pixels are cheap, so many sites approach this question by adding widget after widget, hoping that a user will find one they want to click on. This is the shotgun approach to boosting engagement. The problem with it is that user attention is expensive, and each additional widget distracts them from your content, products and ads.
People spend an increasing portion of their time online, so it’s not surprising that their daily rhythms (i.e. work schedule, commute, etc) are reflected in their online activity.
Our presence on 14 million websites worldwide gives us a unique perspective on this behavior, and the opportunity to use data science to help our publishers understand their users. Here’s an example comparing mobile vs. desktop users by hour over a typical week.