Ramadan 2016 : Explosion de la fréquentation des sites d’informations en ligne

Les chiffres d’audience de la fréquentation des sites d’informations (échantillon baromètre 2015) confirment les tendances observées ces dernières années au cours de la période du jeûne. Une forte augmentation de l’audience globale avec des changements dans les horaires de fréquentation et des supports d’accès (ordinateurs, mobiles et tablettes).
Visites en augmentation de 60%

Sur les trois premiers jours du mois de Ramadan 2016 (1417), les visites ont enregistré une augmentation de 60% par rapport aux trois jours précédents le début du mois de Ramadan.

Les différentes sources du trafic ont contribué à l’augmentation des visites (moteurs de recherche, réseaux sociaux et accès directs), même si la croissance des visites à partir des réseaux sociaux a été plus importante.

Les accès à partir de la Tunisie ont enregistré la croissance la plus importante en comparaison avec les visites provenant notamment de certains pays européens (France et Allemagne principalement).


Entre ordinateurs et mobiles c’est 50/50

Au cours de ces trois premiers jours du mois de Ramadan, la part des supports utilisés pour accéder aux sites d’informations en ligne n’a pas subi de changements importants en comparaison avec la moyenne observée au cours du mois de mai 2016.

En comparaison avec la période précédente, on enregistre une légère baisse de la part mobile au profit des ordinateurs (desktop), une tendance déjà constatée l’année dernière au cours du mois de Ramadan (voir baromètre 2015).

Nous avons également constaté des différences dans la répartition de la part des différents supports utilisés pour accéder aux sites d’informations selon la période de la journée (matin, midi, après-midi et soir).


On passe plus de temps sur Internet

Le temps moyen passé par visite (session) a augmenté de 36% au cours des premiers jours du mois de Ramadan, on passe plus de 13′ par session (visite) sur ordinateur, 2’20 » sur mobile (smartphone) par visite et 3’45 pour les utilisateurs des tablettes.

Le temps moyen passé par session est plus important quand l’internaute accède au site après une recherche (10’06 »), elle est de 7’09 » pour les accès directs et de seulement 4’20 » quand l’accès provient des réseaux sociaux.

Par pays, les accès à partir de la Tunisie enregistrent une augmentation de 19%, à partir de la France le temps moyen passé fait un bond de 118%.


Ramadan, c’est 20 heures d’Internet par jour

La durée des fréquentations des sites d’informations en ligne s’allonge au cours du mois de Ramadan, on passe d’une journée Internet de 8h – 23h à une journée s’étalant de 8h du matin à 3h du matin le lendemain, heure du dernier repas « Shour » avant le début du jeûne.

On a notamment constaté que le niveau de fréquentation peut être aussi élevé à 3h du matin qu’à 9h du matin.


Répartition des niveaux d’acces horaires du mois de mai 2016

(Source: Google analytics – version mobile – Données WMC Portail – Période: 6 au 8 juin 2016)
AMMAR Hechmi

Fondateur groupe IMG Médias

WMC Portail : webmanagercenter, Almasdar, Directinfo, Finance, Le Cercle, GDE)




Lire aussi :

IMG Médias – 1er baromètre des médias en ligne : 2015, l’année du grand virage Mobile en Tunisie

Forte progression des accès mobile dans l’audience des médias en ligne

Comment les Tunisiens ont passé les longues nuits du couvre-feu?


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