New News Audience

THE NEW NEWS AUDIENCE 12 ways consumers have changed in the digital age Lee Rainie Director – Pew Research Center’s Internet & American Life Project Knight Law and Media Program / Information Society Project Yale Law School 11.13.09

2000 46% of adults use internet 5% with broadband at home 50% own a cell phone 0% connect to internet wirelessly <10% use “cloud” = slow, stationary connections built around my computer The internet is the change agent Then and now 2009 79% of adults use internet 63% with broadband at home 85% own a cell phone 56% connect to internet wirelessly >two-thirds use “cloud” = fast, mobile connections built around outside servers and storage

1 – It’s shrinking: 19% get no news on avg. day

2 – It’s spending less time with news

% of adults 3 – It’s losing faith in news organizations

3 – It’s losing faith – TV story % of those who could rate news source: PRC People/Press)

3 – It’s losing faith – print story

4 – It’s shifting platforms: the internet rises, especially among broadband users +1,850% -25% -52% +18% -41% -27% % of adults (% of all Americans who “regularly” go to news source: PRC People/Press)

% of American adults – allowed to give 2 sources 4 – It’s shifting platforms by topic, especially among broadband users

28% 26% 4 – It’s shifting platforms by topic, especially among broadband users

5 – It’s segmenting – diff. people use diff. platforms

6 – It’s grazing: news becomes all-day staple

7 – It’s becoming mobile – awareness is ambient
29% of mobile phone owners have gotten some kind of news on their phone

8 – It’s customizing – “Daily me” and “Daily us”
About half of internet users have personalized a web page, receive RSS feeds, belong to listservs, or get “news alerts” on the topics of their choice

9 – It’s polarizing – 2007 data 14% 21%** Radio 44%* 38% Newspapers 6%* 3% MSNBC Cable 11%* 7% CBS Network 17%* 8% CNN Cable 14%* 10% NBC Network 13% 11% ABC Network 25% 22% Local news 10% 24%** Fox Cable 74% 69% All forms of TV Voted Democratic Voted Republican Media choices of Republican and Democratic Voters

People-Press news consumer typology 10 – It’s blending platforms

Who they are
46% of the public
Older, less-educated and less affluent
What they do
TV is main news source
Few get news online
Understand news better by seeing pictures, rather than reading or hearing
Audience Segment: Traditionalists

Who they are
23% of the public
Well-educated, affluent, middle aged
What they do
TV is their main news source
But most get news online on a typical day
Greater interest in political news than other audience segments
Audience Segment: Integrators

Who they are
13% of the public
Affluent, well-educated, relatively young
58% are men
What they do
Web is their main source for news
Frequent watch news videos online
Heavy tech usage, strong interest in tech news
Audience Segment: Net-Newsers

Who they are
14% of the public
Least affluent, least educated
61% are women
What they do
Do not closely follow local, national, international, or business & finance news
Audience Segment: Disengaged

11 – It’s becoming participatory

The participatory political class
55% male – 45% female
No major racial/ethnic tilt
Skews to upper socio-economic tiers:
73% have some college education
56% in households >$50,00

12 – It’s becoming social – networks as news filters, news assessors, meaning makers, audience
10% of those with social networking profiles get news through those sites

Thank you!
Lee Rainie
Director
Pew Internet & American Life Project
1615 L Street NW
Suite 700
Washington, DC 20036
Email: [email_address]
Twitter: http://twitter.com/lrainie
202-419-4500

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New News Audience

by Pew Research Center's Internet & American Life Project on Nov 13, 2009

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New News Audience — Presentation Transcript