Because in most cases this is what you do, as a matter of fact – passing by an online material. Whether an article, study or research, seeing its headline, but not giving a damn for its content. According to research about 70% of the online content these days isn’t read, but yet, popular and recognized as hot topics on the internet. So how could this be possible?
A consumer does not read an article, but it gets both: traffic and popularity? A recent study concerning the usual suspect in internet environment does have the answer for you…It turned out that it is 100% possible for an article to become super famous on the web. Even though very few people read it – from top to bottom. Moreover: some people don’t even open the link to see its content, but only see and pay attention to the headline.
The research took place among both: Facebook’s and Twitter’s audience.
In the beginning, the research represented how consumers approach science articles. However, after seeing how clear and obvious the results are, the research went on a more traditional direction. Its continuation included all types of materials that could be possibly posted and popular on the internet. The results were shocking because they were the same as those from the study with science content only. It’s like when a consumer sees an article posted on the internet or shared by a friend of his on Facebook; he is said: “Don’t read this article, only share it…”
This is what a consumer does. 70% of the audience cares about the central message only. This is why these people don’t even bother to read the article. They tend to like or get interested in the headline only. These people believe it’s enough to get the idea by the article headline only, which is why they share it without reading it in advance.
But what all of these mean?
First of all, it means people have no time to lose in reading all of the texts they see while surfing. They get only the original information – like checking out the latest news in a newspaper on its first page without opening it forwards. On the other side, sharing a message you haven’t even read is risky. How can you know what you share, what “truth” you imply to your friends and followers? Eventually, misleading information is not only spread all across the web but if an article has a good headline and bad (wrong) content it can become much greater and more accessible than a soft science article with the typical headline.
So don’t read this article, if you want this spread of misleading information to continue! Don’t be just another copy / paste online user. Read, learn, analyze and share what’s good and right.