The 24/7 factor
Mobile news sites always on for under-30s
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.