In the past three months, 76 percent of U.S. adults report clicking on links related to information they read in online articles, according to a recent study by nRelate.
The study, "Behavior Shift: Getting Content in Front of Consumers," found Americans are three times more likely to click links to related information at the end of articles online than content shared on social networks.
"No single search engine or website is the sole gateway to content discovery," said nRelate CEO Neil Mody. "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."
The study found 92 percent of Americans read content online and spend more than seven hours per week searching for content. On average, consumers read three or four articles and watch two to three videos per session.
According to nRelate, Americans search online primarily for local and national news and entertainment. These findings suggest content marketing that produces intriguing, pertinent information for consumers can be extremely effective in boosting visibility and reach. At the end of every article or blog post, companies should include links to other brand content.