Every year, our team at Riddle.com unveils the annual “Quiz Marketing Report” – the most comprehensive study around how online quizzes can drive engagement and collect zero-party data.
Based on a dataset of 2.8 billion Riddle-powered quiz questions, we’ve analyzed the true impact of interactive content.
Read on to discover how online quizzes can deliver powerful marketing results – increasing engagement and data collection while reducing online advertising costs.
Where does our data come from?
Since 2014, thousands of top publishers, brands, non-profits, and sports teams have been using Riddle.com’s online quiz maker – from the BBC to the Fiesta Bowl (case study) and Tate Modern (case study).
Infographic: Why use quizzes for marketing? (free download)
This infographic is free to use – the full report about the effectiveness of quiz marketing is embedded below, or you can download it as a .pdf or .png/.jpg file.
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Do you have any questions about our 2024 Quiz Marketing Report?
Please reach out to us at hello@riddle.com, or ask us on support chat at Riddle.com.
The rise of quizzes and zero-party data
Online advertising has gone through seismic shifts over the past few years. On the government side, you have global privacy data regulations like the EU’s GDPR, China’s PIPL, California’s CCPA, and Canada’s PIPEDA.
The end of third party cookies, the removal of mobile device identifiers, and a rise in the use of ad blockers have led marketers to use quizzes for zero-party data collection for names, emails, and other personal information.
Note: Riddle.com is a fully 100% GDPR-compliant quiz maker. We run our own servers, don’t add trackers, and never collect personal information with cookies.
Benchmarks from our 2024 Quiz Marketing Report
To save time, we have summarized the most important quiz marketing statistics from our report below.
The data – based on 2.8 BILLION answered questions
Launched in 2014, Riddle.com is the online quiz maker for some of the most iconic brands and organizations on the planet, who create compelling interactive content for their audiences.
This means that our data scientists get to use a very deep data set when creating this report, including:
- 2.8 BILLION questions answered – across all Riddle.com quizzes, polls, and other interactive content
- 459.3 MILLION Riddles started – embedded on our partners’ sites
- 344.2 MILLION Riddles completed
Riddle 2024 – Surprising stats
At Riddle.com, we’re all about creating powerful interactive content that captivates audiences and drives engagement. Our latest stats showcase just how impactful our quizzes, polls, and surveys have been – boosting participation rates, increasing completion percentages, and delivering exceptional user experiences.
Here are some surprising insights into how Riddle is making a difference:
#1 Why use quizzes? Quizzes are 9.7X better than pop-ups.
We already touched on why online advertising is changing. Zero-party data collection tools that let users voluntary contribute their information, such as interactive content and pop-ups, are more popular than ever.
However pop-ups can be annoying (73% of people dislike them) – they interrupt your browsing experience to show an offer.
Quizzes put users in control. They choose to start the quiz, and they also get something of value from the experience: their quiz results.
That explains why using quizzes for zero-party data collection and lead generation is 9.7X more effective:
- Pop-up email collection forms: 3.1% (Bdow’s pop-up statistics)
- Online quizzes or interactive content: 28.6% (Riddle.com – 2024 data)
#2 Why use quizzes? Get 37% cheaper leads.
Quizzes and interactive content also make it easier to find new customers, if you’re using online advertising like Google Ads or Facebook.
Quizzes’ appeal impacts every step of the process:
- Cost-effective cost per click (CPC): Ads that mention ‘quiz’ get better clickthrough rates – they are more interesting to users, plus Google flags pop-ups as potential spam. That translates into less expensive ads (our Riddle Lab experiment showed a 20% saving).
- More opt-ins (CPL): Once a user is taking the quiz, they are far more emotionally engaged compared to a pop-up, and they are keen to see their results. This translates to cheaper leads, like the 37% savings seen in our experiment.
#3 Why use quizzes? See 421% more engagement (boost time on site).
The average time a visitor spends on a website worldwide is just under a minute, at 54 seconds.
Quizzes work much better than that – 4X better in fact. With good quizzes featuring six to eight questions, participants are actively engaged for up to nearly four minutes (3:56).
Your quiz takers will get more invested with each question and want to see their results. This increases the probability they’ll complete an in-quiz lead form in order to see their final results. Plus, this higher time per page translates into better search rankings (higher time on site is a key metric for Google).
#4 Why use quizzes? Quizzes and interactive content are highly viral.
Beyond just engagement, interactive content like personality tests, quizzes, and ‘guess the score’ predictor can bring you free traffic as users share their results on LinkedIn, Facebook, Twitter, and other social networks.
At Riddle.com, we’ve seen incredible engagement across different quiz types, with some formats standing out as clear favorites among our users. From personality quizzes to interactive polls, certain content types consistently drive the highest participation. Additionally, Riddle’s global reach continues to expand, with strong adoption in key regions around the world.
Here’s a closer look at the most popular riddle types and where they’re making the biggest impact:
Conclusion: Quiz marketing report 2024
In today’s fast-moving marketing world, grabbing attention is key. Collecting data needs to be cost-effective, easy to create, and privacy-friendly. Powered by a data set 2.8 billion questions strong, our report proves quizzes and interactive content boost engagement while driving leads and data collection.
Start your quiz marketing journey with a free 28-day trial of Riddle.com – full access with all features and no payment details needed.
