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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

  • 1. 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
  • 2. 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
  • 3. 1 – It’s shrinking: 19% get no news on avg. day
  • 4. 2 – It’s spending less time with news
  • 5. % of adults 3 – It’s losing faith in news organizations
  • 6. 3 – It’s losing faith – TV story % of those who could rate news source: PRC People/Press)
  • 7. 3 – It’s losing faith – print story
  • 8. 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)
  • 9. % of American adults – allowed to give 2 sources 4 – It’s shifting platforms by topic, especially among broadband users
  • 10. 28% 26% 4 – It’s shifting platforms by topic, especially among broadband users
  • 11. 5 – It’s segmenting – diff. people use diff. platforms
  • 12. 6 – It’s grazing: news becomes all-day staple
  • 13. 7 – It’s becoming mobile – awareness is ambient 29% of mobile phone owners have gotten some kind of news on their phone
  • 14. 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
  • 15. 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
  • 16. People-Press news consumer typology 10 – It’s blending platforms
  • 17. 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
  • 18. 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
  • 19. 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
  • 20. 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
  • 21. 11 – It’s becoming participatory
  • 22. 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
  • 23. 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
  • 24. 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