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Staying Informed - How you Get the News - US - December 2015

Staying Informed - How you Get the News - US - December 2015

"The balance of power in news media has shifted as consumers realize that non-news organizations can add valuable insight and coverage of events. The rise of social media as a news platform has empowered this trend by giving anyone and everyone an opportunity to broadcast opinions, but brands also have opportunities to participate in these discussions and to offer their own take."

Bryant Harland, Technology Analyst

This report covers the following areas:

Consumers are frustrated with the way news stories are portrayed
Demographic trends vary by subject matter and publishing platform
Social discussion versus social reading


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Figure 1: Opinions regarding the news – Agree, September 2015
Figure 2: Sports news sought on television and social media, by household income, September 2015
Figure 3: Opinions regarding the news, September 2015
The opportunities
Figure 4: Habits regarding news consumption, by platforms used for news, September 2015
Figure 5: Opinions regarding the news, September 2015
What it means
THE MARKET
What you need to know
Print newspaper readership in decline
Market factors
Consumers’ attention turning away from print media
Figure 6: Incidence of reading print newspapers in the previous six months, 2010-15
KEY PLAYERS
What you need to know
Network TV news sees growth but digital is a priority
The news is social, but discussions can be heated
National newspapers can find opportunity in engaging readers digitally
Virtual reality has implications for the future of news
What’s working?
Network news sees viewership growth and digital expansion
What’s struggling?
Controlling online user behavior
What’s next?
Can print news make a successful digital transition?
Figure 7: Technology adoption of national print news readers (percentages), April 2014-June 2015
Figure 8: Technology adoption of national print news readers (index), April 2014-June 2015
Virtual reality – To see the news in first-person
THE CONSUMER
What you need to know
TV leads news consumption overall, but social media is competitive among young consumers
Largest share of consumers get their news in the morning
Publishing platforms push content diversity
News is a social experience
News followers receptive to sponsored content
Where consumers get the news
Television: The most popular medium for news
Figure 9: Platforms used to consume news, September 2015
Television even more dominant among Black consumers
Figure 10: Platforms used to consume news – Television, by race, September 2015
Social media prevails among 18-24s
Figure 11: News consumption on social media and print newspapers, by age, September 2015
Where consumers look for news topics
Television
Figure 12: Top five news topics looked for on television, September 2015
Figure 13: Entertainment news sought on television and radio, by gender, September 2015
Figure 14: Sports news sought on television and social media, by household income, September 2015
Social networks
Figure 15: Top news topics looked for on social media, September 2015
Figure 16: Entertainment news and local news on social media, by social networks visited daily, September 2015
Figure 17: Fashion news on social media, by gender, September 2015
Print newspaper
Figure 18: Technology news on print newspapers, by age, September 2015
Figure 19: Fashion news on print newspapers, by race, September 2015
When consumers get the news
Many consumers get their news in the morning
Figure 20: Time of day most news is consumed, September 2015
Consumers 18-24 have more spread out news viewing habits
Figure 21: Time of day most news is consumed, by age, September 2015
More than one third of consumers watch news for 10+ hours per week
Figure 22: Amount of time spent watching the news per week, September 2015
What consumers think about the news and news organizations
Social influence on news consumption
Figure 23: Opinions regarding the news – Agree, by demographics, September 2015
Younger consumers more apt to discuss news on social media
Figure 24: Opinions regarding the news – Agree, by age, September 2015
Consumer frustration with sensationalized stories
Figure 25: Opinions regarding the news – Agree, by race, September 2015
Consumers living in urban areas more receptive to sponsored content
Figure 26: Opinions regarding the news – Agree, by area, September 2015
Perceptions of broadcast news brands
Little difference in perceptions of news brands
Figure 27: Perceptions of selected news brands, September 2015
General news consumption habits
Time constraints limit news viewing among young consumers
Figure 28: Habits regarding news consumption, by age, September 2015
Lukewarm interest in mobile news apps, except among large households
Figure 29: Habits regarding news consumption, by household size, September 2015
Opportunity to target parents with newsletters
Figure 30: Habits regarding news consumption, parental status, September 2015
APPENDIX
Data sources and abbreviations
Data sources
Abbreviations and terms
Consumer
Consumer attitudes toward media
Figure 31: Consumer opinions regarding media, April 2014-June 2015
Figure 32: Consumer opinions regarding media, April 2014-June 2015 (continued)
Consumer attitudes toward the news
Figure 33: Opinions regarding the news, September 2015

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