IF YOU read ONE THING
Good things come in fours
How do young people get their news? News organizations of all kinds have been trying to answer this question, and a new report commissioned by the Reuters Institute yields some new insights about this group’s consumption habits. The study of 18- to 35-year-olds revealed four key “moments” to get news in front of younger audiences, as well as four main types of news consumers:
The report suggests that understanding the different expectations and news “moments” of young audiences is critical for engagement across platforms. You can download the full report here or Nieman Lab’s coverage of it here.
- Heritage News Consumers “make a concerted effort to at least consume some of the same traditional news brands that they grew up seeing. However, making time for these in their busy lives is not always possible and sometimes feels like a chore that’s part of being an adult.”
- Passive News Absorbers “remain informed through collective osmosis from their online and offline experiences, but dedicate little to no time to actively engaging with the news. When something piques their interest, they search for it directly and care less about the brand they choose.”
- Dedicated News Devotees have designated time slots throughout the day for news and “have a routine, habitual appointment with their primary news brand.” They’re most likely to have a dedicated app they use regularly.
- Proactive News Consumers prefer to “take matters into their own hands” and curate their own feeds according to their needs, rather than rely on a publisher or brand to do it for them. “They dedicate time for news, but it’s often news they have found during the constant grazing on their feeds.”