Marketers to Draw Consumer Attention with Quality Digital Content

Consumers continue to turn away from physical newspapers and magazines and towards digital content. For marketers who want to reach these readers, understanding how readers  discover their content is important. A new report by nRelate says consumers surf from one article to the next by using related links at the bottom of online reports.

The online audience for content continues to grow with 92% of U.S. adults reading articles for at least 7 hours a week. In each session, the typical consumer checks out between 3 and 4 articles and 2 to 3 videos.  For about ½ of these consumers, the links at the end of the articles are what brings them to the next article. Traditional news stories are still more popular than links to videos.  And, certain types of content generate more clicking on related links:

  • Local news: 84%
  • National news: 78%
  • Entertainment: 62%
  • Sports: 47%

Consumers also use online content to inform their purchasing decisions. The level of trust they have in content forms varies:

  • Brand/manufacturer’s website 44%
  • Article found through search engine 31%
  • Mainstream news site 20%
  • Social network 10%

Neil Mody, CEO of nRelate, says the study shows that consumers have a big demand for content. The study results also indicate where marketers night want to place their messages online in order to reach these consumers.

[Source: nRelate Study Reveals Content Recommendations are King. Nrelate​.com. 15 Nov. 2012. Web. 29 Nov. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.