Behavior Shift: Getting Content    in Front of Consumers    2012 Study from nRelate with Harris Interactive
Make Discovery Easy andContextualFindings show consumers are gravitating toward an exploratory, contextual informationdisc...
Make Discovery Easy andContextualFindings show consumers are gravitating toward an exploratory, contextual informationdisc...
Make Discovery Easy andContextualFindings show consumers are gravitating toward an exploratory, contextual informationdisc...
Deciding to ClickAccording to the study, a number of factors influence a consumer’s decision to click.    KEY FINDINGS:   ...
Deciding to ClickAccording to the study, a number of factors influence a consumer’s decision to click.            84%     ...
Deciding to Click  According to the study, a number of factors influence a consumer’s decision to click.     * Quality is ...
The Friend Factor- Not So Much?How does social media affect (or not affect) consumers when reading and searching for conte...
The Friend Factor- Not So Much?When it comes to making purchasing decisions, which of the following are more likely to bec...
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N relate harris findings[3]

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N relate harris findings[3]

  1. 1. Behavior Shift: Getting Content in Front of Consumers 2012 Study from nRelate with Harris Interactive
  2. 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. 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. 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. 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. 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. 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. 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. 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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