Thursday, March 19, 2015

Millennials and the changing way of getting your news

By: Scott Stein, VP of Client Services, Leonard & Finco Public Relations

There’s been a lot said about Millennials and their appetite for news. Or should I say their lack of interest in keeping up with news events.

But a new study sheds a little different light on the subject. 

The comprehensive study was conducted by the Media InsightProject – a collaboration of the American Press Institute and the Associate Press-NORC Center for Public Affairs Research. 

Some of the findings…

  • 85 percent of Millennials say that keeping up with the news is at least somewhat important to them
  • 69 percent say they get news daily
  • 45 percent say they regularly follow five or more “hard news” topics
  • 40 percent say they pay for at least one news-specific service, app or digital subscription

The study shows that Millennials are a group that really doesn’t consume news in discrete sessions or by going directly to news providers. Instead, they tend to get news through the sources that they interact with on a regular basis. So it should come as no surprise that 88 percent of this generation gets news from Facebook regularly and more than half of them get news from Facebook on a daily basis.

The study finds that “news and information are woven into an often continuous but mindful way that Millennials connect the world generally, which mixes news with social connection, problem solving, social action and entertainment.”

So for those of us in PR or the news business, it’s a challenge to try to reach a broad audience that includes Millennials. It’s crucial to use the tools available through “new media” to reach these younger news and information consumers, yet we can’t toss aside traditional avenues that still reach many “seasoned” viewers, listeners and readers.

What do you think? How do you stay on top of the news? Have your news consumption habits changed over the years?

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