Young people and news consumption

This is an older study (reported earlier this summer) – and its sample size is pretty small, but the results are interesting. I think it’s up to us to find new ways to appeal to young readers.

Associated Press

Young adults experience news fatigue from being inundated by facts and updates and have trouble accessing in-depth stories, according to a study conducted for the Associated Press in 2007..

The Context-Based Research Group, an ethnographic research firm, found that the news consumption behavior of younger readers differs profoundly from that of previous generations.

The study analyzed the news consumption patterns of an ethnically diverse group of 18 men and women between the ages of 18 and 34 in six cities in the United States, Britain and India.

It ultimately helped AP design a new model for news delivery to meet the needs of young adults, who are driving the shift from traditional media to digital news, said Jim Kennedy, AP's director of strategic planning.

That includes what the AP calls "1-2-3 filing," starting with a news alert headline for breaking news, followed by a short present-tense story that is usable on the Web and by broadcasters. The third step is to add details and format stories in ways most appropriate for various news platforms.

Editors at the Telegraph in London are following a similar approach and have seen a big jump in traffic at the newspaper's Web site. The study said the Telegraph has adopted the mind-set of a broadcast-news operation to quickly build from headlines to short stories to complete multimedia packages online to boost readership.

A key finding was that participants yearned for quality and in-depth reporting but had difficulty immediately accessing such content because they were bombarded by facts and updates in headlines and snippets of news.

The study also found that participants were unable to give full attention to the news because they were almost always simultaneously engaged in other activities, such as reading e-mail.

"Our observations and analysis identified that consumers' news diets are out of balance due to the over-consumption of facts and headlines," said Robbie Blinkoff, co-founder and head anthropologist at Baltimore, Md.-based Context-Based Research Group.