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News Consumption: Digital, Mobile, and Social Media Trends

by Lenna Garibian  |  
January 31, 2013
  |  4,530 views

Most digital news consumers find news information from Web-native sources such as The Huffington Post and Yahoo, but they rely on more traditional news outlets such as the New York Times and CNN for breaking news stories and for news consumed via mobile devices, according to a report by The New York Times's Customer Insight Group.

News consumers are also loyal to their favorite news brands acoss multiple platforms, the report found.

Despite the multitude of options available to digital news consumers, more than two-thirds (67%) say they are loyal to the same news brands across various digital platforms.

Moreover, mobile news consumers are even more loyal: 75% of digital consumers who access news via smartphone and tablet say they are loyal to the same brands across various platforms, compared with 64% of those who consume news via PC only.

Below, additional findings from The New York Times study of cross-platform news consumption, based on a poll of 3,022 American adults, conducted by Knowledge Networks (a company recently acquired by GfK Custom Research). Among the total sample, 85% qualified as "news consumers," defined in the study as adults who access world news, national news, or local news a few times a week or more from both digital and non-digital sources.


Digital News Consumers

More than one-half (53%) of digital news consumers say they get news information from Web-native sources, while 43% rely on more "established" news sources.


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Lenna Garibian is a MarketingProfs research writer and a marketing consultant in the tech industry, where she develops engaging content that builds thought leadership and revenue opportunities for clients. She's held marketing and research positions at eRPortal Software, GAP Inc., Stanford University, and the IMF. Reach Lenna via Twitter @LennaAnahid and LinkedIn.

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  • by Russell O'Sullivan Thu Jan 31, 2013 via web

    Lenna, some really interesting stats there and I will use some of this information to back up some discussions I am having around loyalty v platforms and the syndication of our content to our audience via different ways. Thanks

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