C-suite executives consumed 3% less content in 2020 YoY, according to NetLine Corp.’s 2021 State of B2B Content Consumption and Demand Report -- perhaps reflecting their burdens during the COVID-19 pandemic.
That means fewer content assets were requested (and fewer email newsletters were opened). Yet C-suite residents still remained the most active area by job level. And overall, B2B content consumption rose by 22%.
However, it took an average of one additional hour for people to get to this content. The overall average was 29.7 hours — up from 28.5 hours in 2019.
But senior vice presidents took only 20.4 hours — down from 27.6 hours in the prior year. Supervisors lagged, with their average consumption time jumping by 57% to 41 hours.
The findings, which are based on client activity on the NetLine platform, could help email creatives tasked with driving webinar registrations and other content requests.
The top formats last year by registrations? Ebooks, by far — they were requested by 40%, way up from the 2019 level of less than 30%.
Guides were a distant second, while white papers came in third, although they fell from the prior year. Still, 63% of total downloads came from the top three formats. And webinars saw a 103% increase in uploads, with on-demand webinars generating 36% more registrations than live ones.
In another key finding, mobile consumption fell by 7%, perhaps because people were working on laptops or desktop systems at home.
Among active audiences, High Tech grew by 23% and remained at the top.
Education was second, having seen a 27.46% increase during that difficult year. And Hospitals, Clinics, and Doctor Offices shot into the top three, thanks to a huge 140.6% increase.
Consumption by topic category was as follows:
As for timing, midweek dominated consumption, as shown by percentage of engagement per day: