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: