Research: How each generation interacts with news media
Satisfying Audiences Blog |
03 August 2017
By Donald
Williams and Rahul Sethi
Vice
President and Research Director, Insights Manager
Vividata
Toronto,
Canada
Looking at news media audiences — beyond the lens of yesterday’s
readership — provides an opportunity to understand how audiences interact with
news brands.
Regardless
of generation, the move to a weekly lens elevates news brands to a level
comparable with other media. For
this article, Vividata analysed Canada’s largest market, Toronto, served by six
daily newspapers.
There is an opportunity for publishers to close the gap between
"read yesterday" and "read past week" metrics, especially
among Millennials and GenXers.
Digital is no longer a niche platform for any generation. It’s no
surprise that the younger generations, Millennials and GenXers, read news
brands less frequently than Baby Boomers and the Greatest Generation.
However, Millennials and GenXers
are reached by the digital content of news brands at a higher
rate than the elder generations.
Digital content reaches younger generations more frequently.
Understanding
generational reading behaviour
Newspapers remain the No. 1 choice for city, national, or international
news across generations. Each generation has a different pattern of digital
reading and requires a different strategy to build engagement and increase
reading frequency.
Newspapers remain an important platform for every generation of readers.
Attracting
Millennials requires a strong digital and/or cross-platform strategy, with
attention on relevant and compelling social and interactive features. Their preference for smartphones makes Millennials a great target
for location-based services and deals.
Every
generation has different news consumption preferences that should be taken into
consideration.
GenXers
are fairly similar in their news consumption to Millennials. However, they are more engaged by news brands. GenXers spend more
time with news brands in print and digital formats.
They prefer to access digital content on a computer over a smartphone,
and will most often navigate to digital news content via a search engine or by
going directly to the Web site. While they are still very mobile, their
device usage has more to do with convenience as they have more hectic
lifestyles than the other generations.
Baby
Boomers are heavier readers of print. But
Boomers are transitioning to digital. For digital content, they prefer
navigating directly to news brand Web sites, but they are also using social
media.
Both GenXers and Baby Boomers value premium and local content. To retain
or grow the reach of these segments, news brands can offer a content ecosystem
that combines print, digital, and mobility. For Boomers especially, digital can
be used as a means to enhance their experience with the printed product.
The
Greatest Generation are primarily loyal to their preferred news brands. This generation has the highest readership of print, and readers
spend the most time with the printed product. When accessing digital content,
they most often navigate directly to the Web site via a bookmark in their
browser, or through a subscription that includes the digital edition.
When we look at newspaper audiences beyond the yesterday-only metric,
advertisers and publishers can explore the opportunities captured in weekly
readership behaviour: strategies to increase readership frequency across the
day and number of issues read across the week, different platform strategies
and audience drivers, and generational behaviour segmentation.
About Donald
Williams and Rahul Sethi
Donald
Williams is vice president and research director, and Rahul Sethi is insights
manager at Vividata in Toronto, Ontario, Canada.
Fonte: INMA
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