Millennials report getting 74% of their news online on average, with little variation by age or other demographic factors, the survey found.
The study was conducted as part of a collaboration between the American Press Institute and the Associated Press-NORC Center for Public Affairs Research; it included two components—a survey of 1,046 adults in the United States age 18 to 34 and interviews with small friend groups of millennials. "News" was defined by the researchers as "information that you need to understand the world around you"—including stories about sports, traffic, weather, current events, business, politics, and entertainment.
Some 64% of millennials say they go online to "keep up with what's going on in the world"; this ranks as the fourth most popular digital activity after checking and sending email (72%), keeping up with what friends are doing (71%), and streaming music/TV/movies (68%).
Take the first step (it's free).
You may also like:
- How to Align Sales and Content Marketing Teams
- The Most Annoying Things About Brands' Content
- Content Marketing Has Become Risky Business: How to Win in a Data-Driven World
- Empathy Mapping for Marketing Content: What It Is and How to Do It Well
- How to Integrate Influencer and Emotional Marketing to Improve Your Content Program