September 26, 2015

New Study Identifies Four Distinct Types Of Millennial News Consumers

The study concludes that supermarkets should enhance digital offerings
to appeal to Millennial consumers.

Research reveals new strategies for connecting with the Millennial generation.

(September 26, 2015)  A new study explores the news habits of Millennials and identifies four distinct groups of news consumers. The study, a deeper analysis of a survey conducted earlier in 2015 by the Media Insight Project, finds that as it relates to their information use and the way they consume information about different topics, adults age 18 to 34 are not a monolithic group. The survey results identify the following groups of Millennials who share certain characteristics in their information consumption: the Unattached, the Explorers, the Distracted, and the Activists. The Media Insight Project is a collaboration between the American Press Institute and The Associated Press-NORC Center for Public Affairs Research.

“This study identifies truly distinct characteristics that typify each group of news consumers and identifies challenges and opportunities for news publishers attempting to reach the Millennial audience,” said Trevor Tompson, director of The AP-NORC Center. “Clearly they are not a single group.”

Some of the key characteristics of each group include:

*  The Unattached: Younger, age 18-24, bump into news, rather than seeking it out. Most have not yet started families or established careers. They primarily go online for social or entertainment activities, and few follow current events. Most do not pay for news, but many still keep up generally with what is going on in the world and are open to differing opinions.

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