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UNDERSTANDING THE ONLINE NEWS CONSUMER. A COMPARATIVE STUDY BETWEEN ITALY AND UNITED STATES

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A comparative analysis of online news consumption in Italy and US.

Delivered at 10th Conference of the European Sociological Association
RN18 - Politics and Media Politics in Europe
8th September 2011, Geneva, Switzerland

Published in: Business, Technology
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UNDERSTANDING THE ONLINE NEWS CONSUMER. A COMPARATIVE STUDY BETWEEN ITALY AND UNITED STATES

  1. 1. UNDERSTANDING THE ONLINE NEWSCONSUMER. A COMPARATIVE STUDYBETWEEN ITALY AND UNITED STATESLella [.] Mazzoli [@uniurb.it], Fabio [.] Giglietto [@uniurb.it]Department of Communication Studies| LaRiCA | Università di Urbino Carlo Bo 10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe 8th September 2011, Geneva, Switzerland
  2. 2. Summary• Survey background and methodology• Main findings: – The Basics (Internet Use, Social Network); – The New Information Ecology; – Online News Consumption; – Participatory News Consumer.• Conclusions 10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe 8th September 2011, Geneva, Switzerland
  3. 3. Survey background & methodology Percentage of Italians 6+ who watch television, listen to radio, use the Internet and 11+ who read newspapers and books100 90 80 70 60 58 50 49 44 40 40 37 30 34 32 Source ISTAT 20 10 0 1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 2010 2015 TV Radio Newspapers Books Internet 10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe 8th September 2011, Geneva, Switzerland
  4. 4. Survey background & methodology• Italian data (University of Urbino) – Findings based on nationally representative telephone surveys of Italian adults 18+ (N=1009); – Interviews conducted between 10th December 2010 and 21th December 2010;• US data (Pew Internet Project) – Findings based on nationally representative telephone surveys of US adults 18+ (N=2259); – Interviews conducted between 28th December 2009 and 19 January 2010; 10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe 8th September 2011, Geneva, Switzerland
  5. 5. The Basics Who’s online? The internet by age groups100% 94% 90%90% 84%80% 76% 70%70%60% 50%50% 40%40%30% 20%20%10% 0% 18-29 30-49 50-64 65+ Italy US 10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe 58% 75% 8th September 2011, Geneva, Switzerland
  6. 6. The Basics Percentage of Online Adults Who Use Social Media (SNS)90% 83% 82%80%70% 62% 64%60%50% 45% 47%40% 37%30% 28%20%10%0% 18-29 30-49 50-64 65+ Italy US 10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe 8th September 2011, Geneva, Switzerland
  7. 7. The «New» Information EcologyAdults who get news/info from multiple platforms on a typical day US Italy Platforms: Local/National TV, Radio 10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe Internet, Local/NationalNewspapers 8th September 2011, Geneva, Switzerland
  8. 8. The «New» Information Ecology Menu of choice for news on typical day100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Local TV News National TV Print national Print local Radio News newspapers newspapers Italy US 10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe 8th September 2011, Geneva, Switzerland
  9. 9. The «New» Information Ecology Adults who use the internet to get news/info US Italy 10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe 8th September 2011, Geneva, Switzerland
  10. 10. The «New» Information EcologyThe young are least likely to follow the news all or most of the time80%70%60%50%40%30%20%10%0% 18-29 30-49 50-64 65+ Italy US 10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe 8th September 2011, Geneva, Switzerland
  11. 11. The Online News Consumer US Italy 3% 1% 38% 49% 50%59% Offline Only Online & Offline Online only 10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe 8th September 2011, Geneva, Switzerland
  12. 12. The Online News Consumer Most Popular Online News Sources US Italy 56% Portal sites 61% 46% TV news org site 53% 38% Special topic site 32% 38% Newspaper site 21% 30% Indiv or Org on SNS 21%18% International News Org site 19% 10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe 8th September 2011, Geneva, Switzerland
  13. 13. The Online News Consumer Most Popular Online News Topics US Italy 81% Weather 80% 73% National events 76% 66% Health/Medicine 72% 64% Business & Finance 71% 60% Science & Technologies 58% 58% Developments in your state/region 52%52% Sports 41% 10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe 8th September 2011, Geneva, Switzerland
  14. 14. The Online News ConsumerHow many websites, if any, do you routinely rely on for news and information? 70% 63% 57% 60% 50% 40% 30% 20% 10% 0% one two to five six to ten 10+ 10th Conference of the European Sociological Association Italy US RN18 - Politics and Media Politics in Europe 8th September 2011, Geneva, Switzerland
  15. 15. The Online News Consumer Adults who have a favorite online news source US Italy 10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe 8th September 2011, Geneva, Switzerland
  16. 16. Participatory News Consumer Personal (1/2)(Internet users who customized their home page to include news and information of particulat interest to them) US Italy 10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe 8th September 2011, Geneva, Switzerland
  17. 17. Participatory News Consumer Personal (2/2)(Internet users who say that being able to customize content is something they look for in an online news site) US Italy 10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe 8th September 2011, Geneva, Switzerland
  18. 18. Participatory News Consumer Social(Internet users who get news and information through email or posts on social networking sites few times a week or more often) US Italy 10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe 8th September 2011, Geneva, Switzerland
  19. 19. Participatory News Consumer Participatory(internet users who contributed to the creation of news, commented on it, or disseminated it via postings on social media sites like Facebook or Twitter) US Italy 10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe 8th September 2011, Geneva, Switzerland
  20. 20. Conclusions• Italian and American online news consumers seems to share common usage and preference patterns;• It is reasonable to expect a strong impact on the Italian news ecology (and politics?) in the next few years;• The study suggest therefore the need for a permanent observatory on online news consumption in Italy. 10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe 8th September 2011, Geneva, Switzerland
  21. 21. Useful links• Full report and survey questions for Italian data (in Italian);• Full report and survey questions for US data;• Stay in touch. Follow us on Facebook! 10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe 8th September 2011, Geneva, Switzerland

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