Table of Contents
Executive Summary
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- The issues
- Consumers are frustrated with the way news stories are portrayed
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- Figure 1: Opinions regarding the news – Agree, September 2015
- Demographic trends vary by subject matter and publishing platform
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- Figure 2: Sports news sought on television and social media, by household income, September 2015
- Social discussion versus social reading
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- Figure 3: Opinions regarding the news, September 2015
- The opportunities
- Show all sides to the major stories
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- Figure 4: Habits regarding news consumption, by platforms used for news, September 2015
- Personalization will drive engagement
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- Figure 5: Opinions regarding the news, September 2015
- Create safe environments for online discussion
- What it means
The Market – What You Need to Know
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- Print newspaper readership in decline
Market Factors
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- Consumers’ attention turning away from print media
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- Figure 6: Incidence of reading print newspapers in the previous six months, 2010-15
Key Players – What You Need to Know
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- 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?
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- Network news sees viewership growth and digital expansion
What’s Struggling?
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- Controlling online user behavior
What’s Next?
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- Can print news make a successful digital transition?
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- Figure 7: Technology adoption of national print news readers (percentages), April 2014-June 2015
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- 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
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- 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
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- Television: The most popular medium for news
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- Figure 9: Platforms used to consume news, September 2015
- Television even more dominant among Black consumers
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- Figure 10: Platforms used to consume news – Television, by race, September 2015
- Social media prevails among 18-24s
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- Figure 11: News consumption on social media and print newspapers, by age, September 2015
Where Consumers Look for News Topics
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- Television
- Top five news topics sought on television
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- Figure 12: Top five news topics looked for on television, September 2015
- How gender impacts topic preferences on TV and radio
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- Figure 13: Entertainment news sought on television and radio, by gender, September 2015
- Interest in sports TV news trends upward with household income
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- Figure 14: Sports news sought on television and social media, by household income, September 2015
- Social networks
- Consumers demand a diverse range of news content on social media
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- Figure 15: Top news topics looked for on social media, September 2015
- News topic preferences vary by individual social network
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- Figure 16: Entertainment news and local news on social media, by social networks visited daily, September 2015
- Fashion news can reach men and women on social media
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- Figure 17: Fashion news on social media, by gender, September 2015
- Print newspaper
- Technology goes against print news trends
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- Figure 18: Technology news on print newspapers, by age, September 2015
- Non-White news readers seek variety
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- Figure 19: Fashion news on print newspapers, by race, September 2015
When Consumers Get the News
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- Many consumers get their news in the morning
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- Figure 20: Time of day most news is consumed, September 2015
- Consumers 18-24 have more spread out news viewing habits
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- 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
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- Figure 22: Amount of time spent watching the news per week, September 2015
What Consumers Think About the News and News Organizations
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- Social influence on news consumption
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- Figure 23: Opinions regarding the news – Agree, by demographics, September 2015
- Younger consumers more apt to discuss news on social media
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- Figure 24: Opinions regarding the news – Agree, by age, September 2015
- Consumer frustration with sensationalized stories
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- Figure 25: Opinions regarding the news – Agree, by race, September 2015
- Consumers living in urban areas more receptive to sponsored content
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- Figure 26: Opinions regarding the news – Agree, by area, September 2015
Perceptions of Broadcast News Brands
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- Little difference in perceptions of news brands
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- Figure 27: Perceptions of selected news brands, September 2015
General News Consumption Habits
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- Time constraints limit news viewing among young consumers
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- Figure 28: Habits regarding news consumption, by age, September 2015
- Lukewarm interest in mobile news apps, except among large households
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- Figure 29: Habits regarding news consumption, by household size, September 2015
- Opportunity to target parents with newsletters
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- Figure 30: Habits regarding news consumption, parental status, September 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Experian Marketing Services Cluster Segmentation Solutions
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Consumer
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- Consumer attitudes toward media
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- Figure 31: Consumer opinions regarding media, April 2014-June 2015
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- Figure 32: Consumer opinions regarding media, April 2014-June 2015 (continued)
- Consumer attitudes toward the news
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- Figure 33: Opinions regarding the news, September 2015
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