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.