Your Brand's Digital Content Affects Consumers' Purchasing Decisions

Your Brand's Digital Content Affects Consumers' Purchasing Decisions

January 16th, 2013
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.

Some other interesting statistics include:
  • 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%).
What may be most interesting for content marketers, however, is how online content consumption relates to purchasing decisions. Online consumers say they trust content from a brand or manufacturer's website (44%) most, followed by an article discovered via search engine (31%), one authored by an expert on a topic related to the product (28%), and one they discover via mainstream news (20%).
 
"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."

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