According to a study by nRelate, conducted by Harris Interactive, Behavior Shift: Getting Content in Front of Consumers, 76% of consumers click on related links at the bottom of articles for more information. Related links are consumers’ preferred method of discovering information online, trumping videos, articles and images recommended by friends on social networks and only surpassed by search results.
The study found that consumers gravitate toward an exploratory, contextual information discovery process.
- 92% of adults read content online, spending more than seven hours per week looking for content (higher among younger age groups)
- Consumers read three to four articles per session and watch two to three videos per session (higher among males for both articles and videos)
- 31% of respondents indicate search engines are not the primary sources for finding content (articles and videos) online
- 48% of respondents say that after reading an article, they are likely to click on related content
- 51% of consumers say they read and click on content pushed to them via email newsletters from brands they trust
A number of factors influence a consumer’s decision to click.
- 62% of consumers are drawn to traditional news links versus images, videos or blog posts that are related
- After finishing an article, more users say they are likely to click on a link to another article (34%), than to a video (15%)
- 39% indicate they are more likely to click on an article if there is an image associated with it
The likelihood of a reader clicking through to related content differs based on the subject matter:
- Local News. 84% are likely to click a related link
- National News. 78% are likely to click a related link
- Entertainment. 62% say they are likely to click a related link
- Sports. 47% say they are likely to click a related content link
Quality is key, and consumers indicate quality content has the following attributes:
- 60% say when it’s from a source already known in the offline world
- 24% say includes images
- 23% say when it includes author image and byline
- 11% say includes embedded video
76% of respondents indicate they do not get most of their content recommendations from friends on social networks.