What you say is true, behaviour varies. But the main difference is based on why people are using the page e.g. to buy something, to get to another page, to obtain information, learn, contact, comment, etc.  However, I’m highlighting this because newspaper sites and IR sites are quite similar in that people most often use them for information. I expect user behaviour on content pages on the two types of sites will be quite similar.

One has to realise that different sites consumer/financial/b2b etc all have their own reader patterns, and that content has to be tailored to match user requirements