Long-form readers somewhat more likely to visit multiple articles on a site

News outlets are often interested in not just how well an individual article captures a user’s attention, but how likely a user is to continue to turn to their outlet for news. To answer this question, we looked at the number of cellphone users who viewed more than one article on a site – whether short- or long-form.

Visitors to long-form articles were somewhat more likely to view multiple articles on a site than visitors to short-form articles. However, this does not necessarily mean that long-form reading cultivates site loyalty. Nearly three-in-ten cellphone users who visited at least one long-form article viewed multiple articles on the site. On the other hand, about one fifth (21%) of users who viewed at least one short-form article did so.