An exploratory study of the demand side of firms' non-financial information

Purpose - The purpose of the present study is to investigate the demand side of non-financial reporting, especially integrated reporting. We investigate (1) what type of content the users of online integrated reports access most frequently and (2) whether users search for non-financial content and content that integrated reports must contain to comply with the requirements of the International Integrated Reporting Framework (IIRF). Design/methodology/approach - We perform big data analysis on the log files associated with user access to five online integrated reports over a period of 12 months to investigate what type of information users access most frequently when they visit online integrated reports. Content analysis enabled us to match the usage data (page impressions) to certain topics within the integrated reports. Our analysis, which is based on data reflecting over one million webpage views, indicates which types of integrated-report content attract the users’ attention and which do not. Findings - Our results confirm that integrated reports in general, and specific components in particular, are of significant value to users. In contrast to what other studies suggest, we find no evidence that users seek financial information to a much greater extent than non-financial information. Specifically, our results show that usage between financial and non-financial information is quite evenly distributed and differs depending on the metric under consideration; considering usage by topic impressions financial information is used more frequently, scaling topic impressions by report pages addressing a specific topic, non-financial information displays higher usage. With respect to specific topics, our analysis shows that the topics that attracted most interest from our sample of users are performance, financial statements, company profile and value creation. Furthermore, our findings confirm the importance of integrated reporting from a user perspective. Practical implications - The results of our study are of practical value to both standard setters and (potential) preparers for two main reasons: first, they provide user-centric evidence about the importance of non-financial information and empirically confirm that integrated reporting has become widely accepted among users; second, they provide evidence about the topics that are of specific interest for users and therefore should also be considered by preparers and standard setters more carefully. Originality/value - The present study enriches the literature on financial and sustainability reporting with informative insights into which of the topics that integrated reports contain attract most interest from users. Moreover, our results are based on actual data on the usage of such reports that reflect real user-journeys, rather than on artificial data, created for research purposes.