US: Understanding news audiences today
Posted by Lauren Drablier on September 18, 2008 at 12:57 PM
Pew Research Center recently published a new report, "Key News Audiences Now Blend Online and Traditional Sources," with some insights into the nature of today's news audience.
The report is based on telephone interviews with 3,615 adults between April and June of 2008. The goal of the report was to document changes in news interests and usage, and to describe the differences between audience segments.
The report outlines four groups based on their interest in news and their primary news sources:
Traditionalists: (46 percent of American adults) rely almost exclusively on traditional media sources (TV, newspaper, radio), median age is 52. They are the most likely group to be poor, retired and not to have completed high school or college. They rely heavily on TV news because they understand news better by seeing pictures rather than reading or hearing. Traditionalists have a strong interest in weather.
The report is based on telephone interviews with 3,615 adults between April and June of 2008. The goal of the report was to document changes in news interests and usage, and to describe the differences between audience segments.
The report outlines four groups based on their interest in news and their primary news sources:
Traditionalists: (46 percent of American adults) rely almost exclusively on traditional media sources (TV, newspaper, radio), median age is 52. They are the most likely group to be poor, retired and not to have completed high school or college. They rely heavily on TV news because they understand news better by seeing pictures rather than reading or hearing. Traditionalists have a strong interest in weather.
Integrators: (23 percent) traditional media is their main news
source but they also go online frequently for news, median age is 44.
They are highly educated and affluent and spend the most time following
news than any other audience segment. They get news from many
sources. The core of this group is made up of baby boomers.
Integrators have a greater interest in political news and sports.
Net-Newsers: (13 percent) say the Internet is their main news source and use it frequently. They are the youngest group with a median age of 35. They are the best educated, affluent, and more likely to have access to latest technology. Net-Newsers have the strongest interest in tech news.
The Disengaged: (18 percent) lack of interest in news, young, poor, and poorly educated.
The survey had some other interesting findings. For example, the
proportion of young people getting no news on a daily basis as
increased over the past decade. In addition, believability ratings for
national news organizations remains very low. Believability ratings
for major online news providers remain lower than for major print,
cable and broadcast outlets.
Source: Readership Institute, The Pew Research Center for the People & the Press
Net-Newsers: (13 percent) say the Internet is their main news source and use it frequently. They are the youngest group with a median age of 35. They are the best educated, affluent, and more likely to have access to latest technology. Net-Newsers have the strongest interest in tech news.
The Disengaged: (18 percent) lack of interest in news, young, poor, and poorly educated.
The survey had some other interesting findings. For example, the
proportion of young people getting no news on a daily basis as
increased over the past decade. In addition, believability ratings for
national news organizations remains very low. Believability ratings
for major online news providers remain lower than for major print,
cable and broadcast outlets.Source: Readership Institute, The Pew Research Center for the People & the Press
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