Programmatic B2B

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2024 Average Time on Site (ToS) Results for B2B

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Have you ever wondered what influences the amount of time a user spends on your website as a result of digital advertising? It’s common knowledge that ‘content is king’ and the more engaging your website is — the more time users will spend there. However, it is interesting to note that the user’s device and operating system may actually be a factor in the engagement time.

In November 2024, Programmatic B2B conducted an analysis of ABM, CRM and Retargeting ad campaigns and their performance with regards to website engagement. For statistical significance, we made sure the sample size was large enough.
 

  • Advertisers ( n = 25 )

  • Campaigns ( n = 80 )

  • Total Ad Impressions = 72.5 million

  • Total Web Visits = 218,095

 
Here are the results of the analysis.
 
The average time on site for users on mobile devices was the highest at 69.7 seconds. Tablet users spent an average of 28.7 seconds, and desktop users spend less than 11.0 seconds. The analysis also revealed that time on site was greater when people left an app on their tablet or mobile device as a result of an ad served within the app. This was a key takeaway as many of our advertisers request that we bid lower on in-app placements in favor of the more recognized online publishers.
 
We compared Mac and iOS users with Android, Chrome and Windows users to find out that operating systems matter too. The average time on site for Android, Chrome and Windows users was 55.6 seconds. The average time on site for Mac and iOS users was 14 percent lower at 47.6 seconds.

In conclusion, a user’s choice of device and its supporting technology do influence website engagement time. How to apply this information to B2B digital advertising is a bit more difficult, because the ultimate goal is to get qualified engagement and time on site is not a full measure of that. The most important task continues to be getting the audience right, and that requires a deep understanding of ABM data sources and the ability to engage the right decision-makers online in a privacy-compliant way.

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