With today’s technological advancements, media can be digitally consumed in so many ways – through apps, online, etc. Each year, Reuter’s Institute releases a report that studies the way individuals consume media on a daily basis. Through their research and analysis, they have identified 7 key trends that seem completely logical and relatable with society’s day-to-day functions.
1. People HATE Ads!
When engaging in media, the last thing you want to do is bombard them with advertisements – especially millennials. According to research, 59% of people that obtain their news digitally in the United States has some sort of ad blocking software installed on their device (Coffee, 2015).
2. … AND Sponsored Content!
The same applies for sponsored content – which is content inserted into a publication with an editorial flow. Users aren’t very fond of this form of advertising when viewing serious content and they find it extremely deceiving.
3. News Apps aren’t being used.
Although news applications are being downloaded, this doesn’t necessarily mean that they are being used to their maximum potential. Studies show that more than 70 percent of people have a news app downloaded, but don’t really open/use it because they depend on their news notifications to present a quick synopsis on current events (Coffee, 2015).
Social media – particularly Twitter and Facebook – have been dominating this arena as most people obtain their news through these outlets (Gatchalian, 2015).
4. Property growth/shrinkage.
Digital properties, such as BuzzFeed, have definitely taken advantage of this platform and the rise of digital media usage. Sources, such as BuzzFeed, have doubled their audience outreach within the past year, while others, such as Yahoo and MSN, have “lost ground” (Coffee, 2015). The only news source that is consistently on the rise is CNN. People want what’s new and quick. Being able to access content in a timely manner is a vital asset.
5. Local news is dying.
Unfortunately, there has been a plummet in the traditional media consumption, as more people are in tune with digital engagement.
6. Pay for news? NO!
Let’s face reality. No one is going to pay for news when there are so many outlets that have it accessible for FREE. From the research, almost 70 percent of the recipients expressed that paying for news was definitely not an option (Coffee, 2015). Unfortunately, the people/organizations producing the stories have to find other ways to obtain money to pay their employees.
7. Everyone loves to give their opinion.
People love having the options to comment on content when they feel it is relevant and/or necessary. Studies have shown that over 25 percent of users take advantage of this opportunity by commenting on news stories that they have stumbled upon on their own or that have been shared and linked through social media (Coffee, 2015).
All in all, it is all about convenience and being able to provide a hassle-free experience. People just want to be able to obtain news without being forced to view an advertisement along with the option to share their opinion at any given moment.
References:
Coffee, P. (2015, June 17). 7 Key Trends in Digital Media Consumption. ADWeek. Retrieved from http://www.adweek.com/prnewser/7-key-trends-in-digital-media-consumption/115327
Gatchalian, M. (2015, July 16). Facebook And Twitter Now Main Sources Of News. The BitBag. Retrieved from http://www.thebitbag.com/facebook-and-twitter-now-main-sources-of-news/113097
Leggatt, H. (2015, July 14). News consumption – the rise of Citizen Editorship. BizReport. Retrieved from http://www.bizreport.com/2015/07/news-consumption—the-rise-of-citizen-editorship.html
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