Your Brand's Digital Content Affects Consumers' Purchasing Decisions
Marketing research agency nRelate has released a report with great news for digital content marketers. More than three-quarters of online adults in the US say they have clicked on links to related stories in the past three months. Americans are gravitating toward an exploratory, contextual information-discovery process.
- Online adults spend an average of 7.2 hours per week discovering content; that level is higher among younger people (age 18-44).
- 51% say they read and click on content they receive via email newsletters from brands they trust.
- 48% say they are more inclined to click on related content after reading an article.
- After reading an article online, online consumers are more likely to click on a link to another article (34%) rather than on a video (15%), but 39% say they're more likely to click on an article if there is an image associated with it.
- 84% cite local-news links as those they're more likely to click on, 78% cite national-news links, and 62% cite entertainment-news link.
- Online consumers gauge the trustworthiness of content primarily by its source, particularly if it's one they already know in the offline world (60%) and one that includes an author image and byline (23%).