As content creators look to keep audiences interested and clicking on more assets, they would do well to consider audience composition, as research suggests demographics can have a substantial effect on how web users behave once they have found interesting content.

Research from content optimization firm nRelate shows that age is one major factor in how users engage with content online. An October 2012 survey found that younger US web users, especially younger males, had a high propensity to click on related articles and videos after reading online content. Older users tended to click on links to related content on a weekly basis, and women—especially older women—were more likely to be drawn to a story that featured a photo.

via Online Content Exploration Varies by Demographic – eMarketer.