Behavior Shift: Getting Content in Front of Consumers2012 Study from nRelate with Harris Interactive

Make Discovery Easy and ContextualFindings show consumers are gravitating toward an exploratory, contextual information discovery process.

KEY FINDINGS:• 92% of adults say they read and search for content online.• 31% of respondents indicate search engines are not the primary

source for finding content online• 48% say they are more likely to click on related content after reading

an article• 51% say they read and click on content pushed to them via email

newsletters from brands they trust

Make Discovery Easy and ContextualFindings show consumers are gravitating toward an exploratory, contextual information discovery process.

* U.S. adults spend an average of 7.2 hours a week looking for content

More than 20 hours

11-20 hours 10 hours 6-9 hours 5 hours 3-4 hours 2 hours 1 hours 0 hours

5%

10% 10%9%

11%

14%15%

19%

6%

How much time do you spend a week looking for content online?

Make Discovery Easy and ContextualFindings show consumers are gravitating toward an exploratory, contextual information discovery process.

* Consumers average 3-4 articles and 2-3 videos per session.

When reading content or watching videos online, how many articles or videos do you typically read in one session?

0 1 2 3 4-5 6

29%

37%

17%

7% 8%4%

8%

22% 23%

18% 18%

12%

VideosArticles

Deciding to ClickAccording to the study, a number of factors influence a consumer’s decision to click.

KEY FINDINGS:• 62% of consumers are drawn to traditional news links versus images,

videos, or blog posts that are related• 39% of users indicate they are more likely to click on an article if

there is an image associated with it• 34% are more likely to click on a link to another article; while 15%

are more likely to click on a link to a video

Deciding to ClickAccording to the study, a number of factors influence a consumer’s decision to click.

What types of content are you more likely to click on?

Local News National News Entertainment Sports

84%78%

62%

47%

Deciding to ClickAccording to the study, a number of factors influence a consumer’s decision to click.

How do you determine the quality and trustworthiness of content online?

From a source already known in the offline world

Includes Images Includes author image and byline Includes embedded video

60%

24% 23%

11%

* Quality is key – consumers indicate quality content has the following attributes:

The Friend Factor- Not So Much?How does social media affect (or not affect) consumers when reading and searching for content online?

KEY FINDINGS:• 76% of respondents indicate they do not get most of their content

recommendations from friends on social networks

• While researching:• 48% of users are most likely to click on search results• 28% click on links at the bottom of the article they’ve just read• 8% click on links found on Facebook

The Friend Factor- Not So Much?When it comes to making purchasing decisions, which of the following are more likely to be considered trustworthy/influence your decision?

Brand or manu-facturer's website

Article discovered through search engine

An expert on the product

Mainstream news site Content posted by friend on a social

network

44%

31%28%

20%

10%