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N relate harris findings[3]

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  • 1. Behavior Shift: Getting Content in Front of Consumers 2012 Study from nRelate with Harris Interactive
  • 2. Make Discovery Easy andContextualFindings show consumers are gravitating toward an exploratory, contextual informationdiscovery 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 andContextualFindings show consumers are gravitating toward an exploratory, contextual informationdiscovery 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 andContextualFindings show consumers are gravitating toward an exploratory, contextual informationdiscovery 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 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
  • 6. Deciding to ClickAccording 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 contentonline? 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 beconsidered trustworthy/influence your decision? 44% 31% 28% 20% 10% Brand or Article discovered An expert on the Mainstream news site Content posted bymanufacturers website through search engine product friend on a social network

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