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The Unconscious Content Bias
A research by Outbrain and Opinion Matters
A change is underway. In the age of digital immersion, consumers spend more time online and encounter more brands than ever before. But faced with such an abundance of content and advertising, it's not everyone they trust or lavish their attention on.
Todays online consumer is discerning and plumps only for content that's interesting in media environments that are trustworthy. Download this research report to discover consumers' content consumption trends that can help inform your content strategy accordingly.
Trust
More consumers trust content made by a familiar brand (77%) than content shared by their friend on social media (67%)
Content Marketing
of consumers aged between 35-44 find content most helpful when comparing products
65%
Discovery
1/3 of what we consume online is content we didn't set out to find.
Percentage of time spent consuming unplanned content by age:
Trust
Which environments do consumers trust most for information by vertical?
Traditional publishers
Non-traditional publishers
Social media
What do we get up to online?