The study, commissioned by The New York Times, aimed to examine the cross-platform behaviours of news consumers. A sample of 3,022 U.S. residents, ages 18 to 65, participated in the online survey by Knowledge Networks. Eighty-five percent of the respondents were qualified as “news consumers” who get news every week.
According to the new research, 53 percent of digital news consumers get information from Web-native sources due to convenience and accessibility. Only 43 percent of consumers use traditional news sources on a regular basis for digital news in terms of in-depth reporting and trustworthiness.
Sixty percent of people said they would turn to an established outlet as their “second source” to learn more. Meanwhile, 83 percent of Americans are likely to turn to a second source for more information when breaking news happens.
The findings are consistent to some extent with another survey published by the Reynolds Journalism Institute in August. The survey found that more than 60 percent of U.S. adults “prefer news stories produced by professional journalists,” and more than 70 percent agree that “professional journalists play an important role in our society," Poynter reported.
The recent study also says that mobile news consumers are able to increase their news consumption volumes faster than non-mobile users. At the same time, young people are driving the big trends in social media and mobile news consumption.
And according to Jeff Sonderman of Poynter, traditional news outlets should adapt to the new trends based on their advantages in brand loyalty and credibility.
Image: Poynter
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