1. MEDIA BY THE NUMBERS: THE CHANGING
LANDSCAPE OF THE NEWS CONSUMPTION CYCLE

2. MEDIA BY THE NUMBERS: THE CHANGING
LANDSCAPE OF THE NEWS CONSUMPTION CYCLE
© MWW GROUP. ALL RIGHTS RESERVED 2
Today, consumers spend the day moving through
devices and sources as they consume news 24x7.
They receive different types of news on different
devices on different networks at different times of
the day and different days of the week. To ensure our
clients’ news distribution strategies have the highest
impact possible, MWW set out to map the following:
when do consumers read (or hear or see) what type
of news on what device and via what type of news
delivery system?
Our Objective: To map out when you should send
what type of news to what media in what format and
how it’s likely to be shared.

3. MEDIA BY THE NUMBERS: THE CHANGING
LANDSCAPE OF THE NEWS CONSUMPTION CYCLE
© MWW GROUP. ALL RIGHTS RESERVED 3
News sources and delivery methods change throughout the day. For example,
while roughly 56% of people reported receiving their news via email in the
mornings, these numbers drop by mid-morning, and only partially rebound later in
the day. RSS feeds and LinkedIn news show similar patterns.
Smartphones are challenging television as the number one news source, and dominate as the source when time is at a
premium (e.g., lunch).
Tablets are more popular during leisure-oriented times, like on the weekends.
FINDINGS
0
10
20
30
40
50
60
SOCIAL = NEWS DISTRIBUTION AND ENGAGEMENT
Do you associate any of the following digital
news sources with different parts of the day?
Email
Newsletters
Email from
friends and
colleagues
LinkedIn
News
Links from
Facebook
RSS Twitter Visiting a
news website
Morning
Mid-Day
Mid-Day
57%
30%
38%
56%
37%
52%
29%
19%
25%
44%
35%
55%
32%
17%
27% 29%
22%
41%
46%
31%
53%
And those channels can be used to engage people interested in a brand’s news
40%
Interested
23%
Somewhat Interested
10%
Not Interested
27%
Very Interested
Assume you see a positive or negative news
relevant to a company or brand that plays a
role in your life. How interested would you be in
the opportunity to directly follow-up with that
company to ask them about the news?
Do you associate any of the following digital news sources with
different parts of the day?
Assume you see positive or negative news relevant to
a company or brand that plays a role in your life. How
interested would you be in the opportunity to directly
follow up with that company to ask them about the news?
40%
Interested
10%
Not Interested
23%
Somewhat Interested
27%
Very Interested
0
10
20
30
40
50
60
SOCIAL = NEWS DISTRIBUTION AND ENGAGEMENT
Do you associate any of the following digital
news sources with different parts of the day?
Email
Newsletters
Email from
friends and
colleagues
LinkedIn
News
Links from
Facebook
RSS Twitter Visiting a
news website
Morning
Mid-Day
Mid-Day
57%
30%
38%
56%
37%
52%
29%
19%
25%
44%
35%
55%
32%
17%
27% 29%
22%
41%
46%
31%
53%
And those channels can be used to engage people interested in a brand’s news
40%
Interested
23%
Somewhat Interested
10%
Not Interested
27%
Very Interested
Assume you see a positive or negative news
relevant to a company or brand that plays a
role in your life. How interested would you be in
the opportunity to directly follow-up with that
company to ask them about the news?
Morning
Mid-Morning
Mid-Day

4. MEDIA BY THE NUMBERS: THE CHANGING
LANDSCAPE OF THE NEWS CONSUMPTION CYCLE
© MWW GROUP. ALL RIGHTS RESERVED 4
WHAT DEVICES WE USE TO GET THE NEWS
70
60
50
40
30
20
10
0
Start of
the Day
Morning
Commute
Lunch Evening
Commute
After
Dinner
Late
Evening
Bedtime Weekends
Radio (55%) and
Smartphones (23%) are
most important during
the morning commute.
Smartphones (43%)
peak at lunch.
Laptops (32%) and
PCs (30%) are also high.
Television (34%), Tablets
(42%), Smartphones
(42%), and Print (42%)
take over on the weekend.
Start of
the Day
Morning
Commute
Lunch Evening
Commute
After Dinner Late
Evening
Bedtime Weekends
Laptop 39 10 32 9 40 34 19 39
Smartphone 36 23 43 21 23 21 21 42
Tablet 21 7 23 7 22 17 16 42
Television 46 9 18 10 63 49 25 34
Radio 27 55 15 47 7 4 5 17
Print 33 8 17 4 14 8 3 42
Desktop PC 39 11 30 11 32 24 12 33
Televisions (63%)
and Laptops (32%)
peak after dinner.

5. MEDIA BY THE NUMBERS: THE CHANGING
LANDSCAPE OF THE NEWS CONSUMPTION CYCLE
© MWW GROUP. ALL RIGHTS RESERVED 5
60
50
40
30
20
10
0
Start of
the Day
Morning
Commute
Lunch Evening
Commute
After
Dinner
Late
Evening
Bedtime Weekends
HOW WE GET OUR ONLINE NEWS
Social media continues to be critical to news distribution. 44% and 29% of people report following Facebook and Twitter
links, respectively, in the morning. These figures dip by mid-morning, but social media news consumption peaks later in
the day, with 55% and 41% of people getting their news from the two studied sources. News websites show the same
patterns: moderate consumption in the morning, a midday lull, and peak consumption later in the day.
Email newsletters (52%) and emails from
friends and colleagues (48%) are most
important in the morning.
News shared by friends (37%)
peaks at lunch (sharing what they
have discovered that morning).
Twitter (41%), Facebook (35%),
Linkedin (37%), and RSS (37%)
news become the most important
sources on the weekends.
Start of
the Day
Morning
Commute
Lunch Evening
Commute
After Dinner Late
Evening
Bedtime Weekends
Email Newsletters 52 10 30 8 21 15 8 20
RSS 24 10 17 7 13 7 4 37
Linkedin News 22 7 19 4 12 9 2 37
Links from Facebook Friends 37 13 35 11 36 26 14 35
Twitter 24 8 22 8 20 17 9 41
Emails from Friends/Colleagues 48 11 37 9 33 26 9 28
Visiting a News Website 40 10 31 10 31 26 11 29

6. MEDIA BY THE NUMBERS: THE CHANGING
LANDSCAPE OF THE NEWS CONSUMPTION CYCLE
© MWW GROUP. ALL RIGHTS RESERVED 6
Our research shows that 40% of
customers are interested in following
a company’s news story once they’ve
read about it, with 27% of these
customers describing themselves as
“very interested”, and an additional
News is only the start of engagement - people want to follow company news
23% describing themselves as being
“somewhat interested”, leaving
only 10% of respondents describing
themselves as disinterested. In a
similar vein, respondents to our
study overwhelmingly indicated that
60
50
40
30
20
10
0
Start of
the Day
Morning
Commute
Lunch Evening
Commute
After
Dinner
Late
Evening
Bedtime Weekends
WHEN DO WE WANT DIFFERENT TYPES OF NEWS?
links to news media and articles are
an important factor when they are
researching a topic on Google, with
96% of respondents saying that news
media is very important, important, or
as important as other information.
Midday, people check in
on Lifestyle (27%) and
Celebrity (21%) news.
Local (53%), International (35%),
Business (35%), and Politics (29%) news
are more important in the morning.
Start of
the Day
Morning
Commute
Lunch Evening
Commute
After Dinner Late Evening Bedtime Weekends
Business 35 16 16 13 24 14 5 18
Celebrity 14 9 21 11 23 17 11 31
Politics 29 17 14 15 41 25 8 18
Sports 20 9 12 9 27 23 9 44
Lifestyle 22 14 27 8 21 13 6 26
Local 53 21 16 18 40 23 11 12
International 35 13 12 11 33 21 6 15
Politics (41%)
peak after dinner.
Evenings & weekends
consumers go heavier on
Sports (44%), Celebrity
(31%), and Lifestyle (26%).

7. MEDIA BY THE NUMBERS: THE CHANGING
LANDSCAPE OF THE NEWS CONSUMPTION CYCLE
© MWW GROUP. ALL RIGHTS RESERVED 7
The day starts with serious news and gets more lifestyle-oriented late in the day
and on weekends.
Implication: Match up the topic of your news announcement with when people are mostly likely to be interested in
that category of news.
Best Type of News
Best Device
Local
Televisions
Local
Radio
Lifestyle
Smartphone
Local
Radio
Start of the Day Morning Commute Lunch Evening Commute
Best Type of News
Best Device
Politics
Television
Politics
Television
Celebrity
Television
Sports
Smartphone/Tablet
After Dinner Late Evening Bedtime Weekends

8. MEDIA BY THE NUMBERS: THE CHANGING
LANDSCAPE OF THE NEWS CONSUMPTION CYCLE
© MWW GROUP. ALL RIGHTS RESERVED 8
By developing a content strategy now, brands will save time down the road
and improve user interactions.
Once the news is out there, how important is it after the cycle? Extremely, as almost 100% of respondents
said when they research a topic, seeing related news articles is important. For brands, deliverable
content is an imperative.

9. © MWW GROUP, ALL RIGHTS RESERVED
FOR MORE INFORMATION, PLEASE CONTACT:
Mitzi Emrich
Chief Social Media Officer
646.837.9418 | memrich@mww.com
Jess Seilheimer
Chief Strategy Officer
646.841.1356 | jseilheimer@mww.com
MWW
304 Park Avenue South, 8th Floor
New York, NY 10010
212.704.9727 | mww.com
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