New
Study Identifies Four Distinct Types Of Millennial News Consumers
Research reveals new strategies for connecting
with the Millennial generation.
Research reveals new strategies for connecting
with the Millennial generation.
September
25, 2015 -- A new study
explores the news habits of Millennials and identifies four distinct groups of
news consumers. The study, a deeper analysis of a survey conducted earlier in
2015 by the Media Insight Project, finds that as it relates to their
information use and the way they consume information about different topics,
adults age 18 to 34 are not a monolithic group. The survey results identify the
following groups of Millennials who share certain characteristics in their
information consumption: the Unattached, the Explorers, the Distracted, and the
Activists. The Media Insight Project is a collaboration between the American
Press Institute and The Associated Press-NORC Center for Public Affairs
Research.
“This study identifies truly distinct characteristics that typify each group of news consumers and identifies challenges and opportunities for news publishers attempting to reach the Millennial audience,” said Trevor Tompson, director of The AP-NORC Center. “Clearly they are not a single group.”
Some of the key characteristics of each group include:
“This study identifies truly distinct characteristics that typify each group of news consumers and identifies challenges and opportunities for news publishers attempting to reach the Millennial audience,” said Trevor Tompson, director of The AP-NORC Center. “Clearly they are not a single group.”
Some of the key characteristics of each group include:
·
The Unattached:
Younger, age 18-24, bump into news, rather than seeking it out. Most have not
yet started families or established careers. They primarily go online for
social or entertainment activities, and few follow current events. Most do not
pay for news, but many still keep up generally with what is going on in the
world and are open to differing opinions.
·
The Explorers:
Younger, also age 18-24, actively seek out news and information; many
demographic similarities to the Unattached, but slightly more men than women.
They tend to follow a variety of current events and news-you-can-use topics.
Many believe in the social and civic benefits of following news.
·
The Distracted:
Older, age 25-34, many have families and are part of the middle class. They
tend to not use news for civic or social purposes. They do not actively seek
news out and tend to mainly follow lifestyle and news-you-can use topics with
direct relevance to their daily lives.
·
The Activists:
Older, age 25-34, actively seek out news and information. They tend to have
already established families, careers, and a connection to their community.
They are racially and ethnically diverse and experienced enough in the world to
care about certain issues, and they have enough stability in life to spend
energy on those issues. A majority of these Millennials personally pay for a
digital or print news subscription.
“The study provides key insights
as well as concrete recommendations for publishers wishing to reach
Millennials,” said Tom Rosenstiel, executive director of the American Press
Institute. “The opportunity lies in recognizing that the Millennial generation
is as nuanced as any other and that content creators need to reach different
types of Millennials in different ways, and reach them where they are already
consuming information.”
About the Survey
This study was conducted by the Media Insight Project, a collaboration of the American Press Institute and The AP-NORC Center for Public Affairs Research. The study involved multiple modes of data collection, including a qualitative component whose results are not included in this report. However, a detailed description of the qualitative methodology can be found in the main report. The survey was conducted January 5-February 2, 2015, and reached 1,045 adults nationwide between the ages of 18 and 34. Study recruitment was completed through a national probability telephone sample, while the main portion of the questionnaire was administered online. The margin of error was +/- 3.8 percentage points. A full description of the study methodology can be found at the end of the report.
About the Survey
This study was conducted by the Media Insight Project, a collaboration of the American Press Institute and The AP-NORC Center for Public Affairs Research. The study involved multiple modes of data collection, including a qualitative component whose results are not included in this report. However, a detailed description of the qualitative methodology can be found in the main report. The survey was conducted January 5-February 2, 2015, and reached 1,045 adults nationwide between the ages of 18 and 34. Study recruitment was completed through a national probability telephone sample, while the main portion of the questionnaire was administered online. The margin of error was +/- 3.8 percentage points. A full description of the study methodology can be found at the end of the report.
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