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THE NEW NEWS AUDIENCE12 ways consumers have changed in the digital age
Lee RainieDirector – Pew Research Center’s Internet & American Life ProjectKnight Law and Media Program / Information Society Project Yale Law School11.13.09
November 13, 2009 2New news audience
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
November 13, 2009 3New news audience
1 – It’s shrinking: 19% get no news on avg. day
14%
25%
17%
15%14%
6%
19%
34%
21%22%
17%
13%14% 14%
0%
5%
10%
15%
20%
25%
30%
35%
40%
AllAmericans
Ages 18-24 Ages 25-29 Ages 30-34 Ages 35-49 Ages 50-64 Age 65+
% o
f a
du
lts
1998
2008
November 13, 2009 4New news audience
2 – It’s spending less time with news
Age and time spent with news "yesterday"
74
56
6975
8390
66
46
6367
74
84
0
10
20
30
40
50
60
70
80
90
100
AllAmericans
18-29 39-39 40-49 50-64 65+
Min
ute
s
1994
2008
November 13, 2009 5New news audience
% o
f ad
ult
s3 – It’s losing faith in news organizations
November 13, 2009 6New news audience
3 – It’s losing faith – TV story
15
20
25
30
35
40
45
1996 1998 2000 2002 2004 2006 2008
60 Minutes
CNN
C-Span
Local TV New s
NBC New s
ABC New s
CBS New s
% of those who could rate news source: PRC People/Press)
November 13, 2009 7New news audience
15
20
25
30
35
40
45
1996 1998 2000 2002 2004 2006 2008
Wall St. Journal
Time
Newsweek
USA Today
Your daily paper
Associated Press
3 – It’s losing faith – print story
November 13, 2009 8New news audience
0
10
20
30
40
50
60
70
80
1994 1996 1998 2000 2002 2004 2006 2008
Local TV
Natl TV news
Cable news
Newspapers
Radio
Online News +1,850%
-25%
-52%
+18%
-41%
-27%
% o
f ad
ult
s
(% of all Americans who “regularly” go to news source: PRC People/Press)
4 – It’s shifting platforms: the internet rises, especially among broadband users
November 13, 2009 9New news audience
% o
f A
meri
can
ad
ult
s –
allow
ed
to g
ive 2
sou
rces
4 – It’s shifting platforms by topic, especially among broadband users
November 13, 2009 10New news audience
28%
26%
4 – It’s shifting platforms by topic, especially among broadband users
November 13, 2009 11New news audience
5 – It’s segmenting – diff. people use diff. platforms
November 13, 2009 12New news audience
6 – It’s grazing: news becomes all-day staple
November 13, 2009 13New news audience
7 – It’s becoming mobile – awareness is ambient
29% of mobile phone owners have gotten some kind of news on their phone
November 13, 2009 14New news audience
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
November 13, 2009 15New news audience
9 – It’s polarizing – 2007 dataMedia choices of Republican and Democratic Voters
Voted Republican Voted Democratic
All forms of TV 69% 74%
Fox Cable 24%** 10%
Local news 22% 25%
ABC Network 11% 13%
NBC Network 10% 14%*
CNN Cable 8% 17%*
CBS Network 7% 11%*
MSNBC Cable 3% 6%*
Newspapers 38% 44%*
Radio 21%** 14%
November 13, 2009 16New news audience
People-Press news consumer typology
10 – It’s blending platforms
November 13, 2009 17New news audience
• 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
November 13, 2009 18New news audience
• 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
November 13, 2009 19New news audience
• 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
November 13, 2009 20New news audience
• 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
November 13, 2009 23New news audience
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
November 13, 2009 24New news audience
Thank you!
Lee Rainie
Director
Pew Internet & American Life Project
1615 L Street NW
Suite 700
Washington, DC 20036
Email: [email protected]
Twitter: http://twitter.com/lrainie
202-419-4500
