Catalyst

Thought-provoking content has greatest appeal: Reuters study

| Updated on May 18, 2018 Published on May 18, 2018

A study of Reuters.com users has found that ‘thought-provoking’ is the quality most of them (64 per cent) find appealing about content. Only 8 per cent chose ‘ambition’ and ‘career-orientated’.

Branded content campaigns are more effective if they include personalised elements, with 63 per cent agreeing that personally relevant content improves how they feel about the brand associated with it.

Stories only from trusted news brands are shared by 85 per cent, and 88 per cent agree that a news brand on a story is a quality indicator.

Business and finance, technology, politics, health and well-being and environment are the top subject preferences.

Seventy-seven per cent of global consumers expect to see more personalised content in the future.

The global survey was conducted online among 752 users. Of the respondents, 41 per cent are in Director+ positions and 39 per cent have income of over $100,000.

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Published on May 18, 2018
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