Advertising For Success: Where Do You Go For News?

08 August 2006

Where Do You Go For News?

According to the latest Pew research on how news is consumed, Americans spend more time getting news from traditional sources, rather than the Internet.

The study from Pew Research Center, Online Papers Modestly Boost Newspaper Readership, revealed:

For the most part, online news has evolved as a supplemental source that is used along with traditional news media outlets. It is valued most for headlines and convenience, not detailed, in-depth reporting.

Some findings:

The survey of just over 3200 adults, conducted from April 27 to May 22, found that those who viewed news on the Internet spent an average of 32 minutes online daily.
Compare this to adults who spent 53 minutes watching TV news, 43 minutes listening radio news and 40 minutes reading the newspaper.
Nearly half of all Americans spend at least 30 minutes daily viewing TV news, less than 10 percent spend that amount of time on Internet news.
Of the 23 percent who reporting viewing news on the Internet, a minority reported visiting newspaper websites.
Speed and convenience were cited as reasons that updates of major headlines found on MSNBC, Yahoo and CNN are preferred to in-depth coverage of the news.
The report found that while 4 percent of adults aged 18 to 65 and older say they regularly read news-related blogs, that figure rises to nine percent among 18-to-24-year-olds.