1. Behavior Shift: Getting Content
in Front of Consumers
2012 Study from nRelate with Harris Interactive

2. Make Discovery Easy and
Contextual
Findings 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

3. Make Discovery Easy and
Contextual
Findings 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
19%
15%
14%
11%
10% 10%
9%
6%
5%
More than 20 hours 11-20 hours 10 hours 6-9 hours 5 hours 3-4 hours 2 hours 1 hours 0 hours
How much time do you spend a week looking for content online?

4. Make Discovery Easy and
Contextual
Findings show consumers are gravitating toward an exploratory, contextual information
discovery process.
* Consumers average 3-4 articles
and 2-3 videos per session.
37%
29%
22% 23%
17% 18% 18%
Videos
12% Articles
8% 7% 8%
4%
0 1 2 3 4-5 6
When reading content or watching videos online, how many articles or videos do you typically read in
one session?

5. Deciding to Click
According 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

6. Deciding to Click
According to the study, a number of factors influence a consumer’s decision to click.
84%
78%
62%
47%
Local News National News Entertainment Sports
What types of content are you more likely to click on?

7. Deciding to Click
According to the study, a number of factors influence a consumer’s decision to click.
* Quality is key – consumers indicate quality content has the following attributes:
60%
24% 23%
11%
From a source already known in the offline Includes Images Includes author image and byline Includes embedded video
world
How do you determine the quality and trustworthiness of content online?

8. 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

9. 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?
44%
31%
28%
20%
10%
Brand or Article discovered An expert on the Mainstream news site Content posted by
manufacturer's website through search engine product friend on a social
network