News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
nRelate: People aren't clicking on socially shared content
When it comes to finding content, social media isn't performing to the highest standard. According to new data from nRelate and Ask.com Americans are more likely to click on the 'related links' buttons below news stories than they are to click onto stories shared through social networks.
The Behavior Shift: Getting Content in Front of Consumers report finds that three-quarters of Americans aren't engaging with content because a friend shared it on Facebook, Twitter or Pinterest. Instead, they are clicking onto search query results (48%) and links at the bottom or articles they're read (28%). This trend shift is also true for consumers looking for product information. Fewer are clicking because of links on Facebook while more are purchasing because of information on the manufacturer site (44%), because of search engine results (31%) or expert commentary (28%).
For both content consumption and product information, those who click because of Facebook links is 10% or under.
Researchers studied more than 2,000 content consumers (October 2012) to come to their results.
"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."
On the plus side, most Americans are actively looking for content. According to the report 92% of US adults spend at least 7 hours per week looking for content and these readers engage with at least three articles per viewing session.
What's a brand to do when people aren't engaging through social shares? Researchers' suggestions tomorrow from nRelate.
- Survey: Product reviews influence more than half of shoppers
- Consumers turning from coupon clipping to coupon clicking
- Survey: Mobile security a risk for SMBs
- How multi-screens are changing brand interactions
- Ad RoundUp: Tapping into data solutions
- Survey: Mobile, video to lead ad's future
- BigCommerce release uses real time to boost revenue
- Survey: SMBs optimistic about 2015
Featured White Papers
- 7 ways the mobile consumer changes everything infographic
Download the infographic "7 Ways the Mobile Consumer Changes Everything" to learn how to optimize your web content for mobile,...
- Re-Engineer Your Business For Mobile Moments
More than ever, customers are turning to their mobile devices to browse, shop, and research. This increase in usage puts...