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What Drives Readers to Your Content

by Lenna Garibian  |  
January 14, 2013

More than three-quarters (76%) of online adults in the US say they have, in the previous three months, clicked on links to related stories (e.g., articles, videos, pictures) to continue reading about a topic, according to a report by nRelate.

Moreover, such related links (often located at the bottom of an article and leading to a similar one) are the second most preferred method of finding information online (28%), trumping content links recommended by friends via Facebook (8%). Search-engine results (48%) are the type of link people are most likely to click on when discovering content online.

Below, additional findings from the report titled "Behavior Shift: Getting Content in Front of Consumers," by nRelate.

Americans are gravitating toward an exploratory, contextual information-discovery process:

  • 92% of online adults read content online.
  • 51% say they read and click on content they receive via email newsletters from brands they trust.
  • 48% say they are more inclined to click on related content after reading an article.
  • 31% say search engines are not the primary sources for finding content (articles and videos).

Time Spent Consuming Content

Online adults spend an average of 7.2 hours per week discovering content; that level is higher among younger people (age 18-44).

When reading content or watching videos online, Americans typically read 3-4 articles per session and watch 2-3 videos per session. Those numbers are higher among males both for articles and for videos:

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Lenna Garibian is a MarketingProfs research writer and a marketing consultant in the tech industry, where she develops engaging content that builds thought leadership and revenue opportunities for clients. She's held marketing and research positions at eRPortal Software, GAP Inc., Stanford University, and the IMF. Reach Lenna via Twitter @LennaAnahid and LinkedIn.

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  • by Mike Camplin Mon Jan 14, 2013 via web

    I had to share this article on LinkedIn. Amazing to see the impact adding images makes on article trustworthiness. Any thoughts on why?

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