nRelate Study Reveals Content Recommendations are King
Americans 3x More Likely to Click on Related Links at the Bottom of an Article
than Content Shared on Social Networks
NEW YORK, Nov. 15, 2012
NEW YORK, Nov. 15, 2012 /PRNewswire/ --nRelate, a leading content discovery
platform, ^ today announced the results of its Behavior Shift: Getting Content
in Front of Consumers study, conducted online by Harris Interactive, designed
to shed more light on the ways in which U.S. adults (age 18+) discover and
navigate the Internet's fire hose of content.
The study reveals that in the past three months an overwhelming majority of
U.S. adults – 76 percent – clicked on links to related stories for more
information. In fact, next to search results, these related links (often
located at the bottom of an article and leading to a similar one) are the
preferred method of discovering information online, even trumping content
links (videos, articles and images) recommended by friends on social networks.
"No single search engine or website is the sole gateway to content discovery,"
said Neil Mody, CEO of nRelate. "Today it's a fragmented, highly contextual,
often serendipitous process. Yet there's no arguing good content is in high
demand: consumers spend more than seven hours a week actively looking for it,
viewing up to four articles and three videos per session on average. Content
creators and marketers should pay special attention to this evolving behavior
to maximize their visibility and reach."
The study found the following:
Make Discovery Easy and Contextual
It appears Americans are gravitating toward an exploratory, contextual
information discovery process.
oNinety-two percent of U.S. adults read content online, spending more than
seven hours per week looking for content (this is higher among the younger
age groups (18-44));
oAmericans read three to four articles per session and watch two to three
videos per session, on average (this number is higher among males for both
articles and videos);
oThirty-one percent of online consumers indicate search engines are not the
primary sources for finding content (articles and videos);
oNearly half of online consumers (48 percent) say that after reading an
article, they are more likely to click on related content (e.g., article,
oMore than half (51 percent) of online consumers say they read and click on
content pushed to them via email newsletters from brands whose products
and services they use.
Deciding to Click
oAccording to the study, a number of factors influence an online consumer's
decision to click.
oMost (62 percent) first look for traditional news stories versus
images, videos, blog posts, or any other type of related content;
oAfter finishing an article, more online consumers say they are more
likely to click on a link to another article (34 percent) than to a
video (15 percent) – but 39 percent indicate they are more likely to
click on an article if there is an image associated with it.
oThe likelihood of a reader clicking through to related or suggested
content differs based on the subject matter:
oLocal News. 84 percent are likely to click on a related link;
oNational News. 78 percent are likely to click on a related link;
oEntertainment. 62 percent are likely to click on a related link;
oSports. 47 percent are likely to click on a related link
oQuality is key, and online consumers indicate quality content has the
oFrom a source already known in the offline world (60 percent);
oIncludes images (24 percent);
oIncludes author image and byline (23 percent);
oIncludes embedded video (11 percent)
The Friend Factor – Not So Much?
oSeventy-six percent of online consumers indicate they do not get most of
their content recommendations from friends on social networks;
oWhile researching, users are most likely to click on search results (48
percent), followed by links at the bottom of the article they've just read
(28 percent) as opposed to links found on Facebook (8 percent).
oWhen it comes to purchase decisions, consumers say they trust content from
a brand or manufacturer's website (44 percent), an article discovered
through a search engine (31 percent) an expert on a topic related to the
product (28 percent), or a mainstream news site (20 percent) more than
they do content posted by a friend on a social network (10 percent).
"The results of the study prove Americans are hungry for content that is not
only relevant and timely, but trusted, and easily discoverable," continued
This survey was conducted online within the United States between October 3-5,
2012 among 2,512 adults (aged 18 and over) of which 2,377 were identified as
online content readers by Harris Interactive via its QuickQuery omnibus
product, on behalf of nRelate. Figures for age, sex, race/ethnicity,
education, region and household income were weighted where necessary to bring
them into line with their actual proportions in the population. Propensity
score weighting was also used to adjust for respondents' propensity to be
For more information about nRelate, visit: http://www.nrelate.com.
Founded in 2009, and acquired by Ask.com in 2012, nRelate's content
recommendation platform helps its growing network of 50,000 publishers
(including CBS Interactive properties) increase traffic and revenue through
targeted article recommendations. Through distribution on the nRelate
publisher network, content marketers can reach audiences uniquely engaged with
content they trust. More information is available at www.nrelate.com.
With more than 100 million global users, Ask.com is the leading online brand
for questions and answers and an operating business of IAC (NASDAQ: IACI). Now
available as a mobile service, Ask.com mobile apps have been downloaded more
than two million times. More information is available at www.ask.com
Contact: Aimee Yoon of Dotted Line Communications for nRelate,
+1-646-596-7502, firstname.lastname@example.org; or Suraya Akbarzad of Ask.com,
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