Why online marketers need to rethink “stickiness”

Stickiness — the amount of time users remain on a website — is no longer a useful metric for online marketers, writes Alexandra Carroll of research firm Summus. The company’s research shows that the rise of mobile devices means users tend to visit sites for less time, but much more often, returning frequently to sites they find interesting and engaging, such as social networks. “Stickiness has become more about frequency than duration, and the most agile brands have learned to adapt to this mobile reality,” Carroll writes.  SmartBrief/SmartBlog on Social Media 


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