The 24/7 fac­tor

Mo­bile news sites al­ways on for un­der-30s

The Works - - CONTENTS -

There is no denying the un­der 30s con­sume news dif­fer­ently to other gen­er­a­tions – for a start, they ex­pect ac­cess 24/7.

Pub­lish­ers have re­sponded by im­ple­ment­ing dual print and dig­i­tal strate­gies.

Over­all, three in five (59%) un­der 30s have ac­cessed a dig­i­tal news­pa­per in the last four weeks, whether via web, tablet or mo­bile.

They make up a dis­pro­por­tion­ately large com­po­nent of the news­pa­per mo­bile au­di­ence be­cause smart­phones are their pri­mary com­mu­ni­ca­tion de­vice.

Look­ing at finer age groups within the un­der 30s, dig­i­tal news­pa­per con­sump­tion in­creases con­sid­er­ably with age, from 37 per­cent of younger teens; 61 per cent of those aged 18 to 24, and 68 per cent of 25 to 29-year-olds.

As teens ma­ture into twenty-some­things and get reg­u­lar jobs, their in­ter­est in news and cur­rent af­fairs grows. And as our re­spon­si­bil­i­ties in life grow, so too does in­ter­est in ac­cu­rate, trust­wor­thy and cred­i­ble jour­nal­ism.

The strength of the in­ter­est in dig­i­tal news­pa­per con­tent among 25-29s is un­der­lined by the fact that they are 18 per cent more likely to have read a dig­i­tal news­pa­per in the last month than over 30s.

This data, in par­tic­u­lar the ris­ing con­sump­tion with age, con­tra­dicts a common as­sump­tion that un­der 30s, and teens in par­tic­u­lar, are lost to news­pa­per me­dia.

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