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How Young PeopleConsume Newsand The ImplicationsFor Mainstream MediaA report by Flamingo commissionedby the Reuters Institute for the Studyof Journalism, Oxford University

Contents1 Foreword1 Foreword32 Executive Summary43B ackground, Objectives& Methodology4 T he Role of Newsfor Young Audiences612Key generational differences: digital nativesvs. digital migrants13What does this mean for the role of news?13Greater role of news isn’t translating intogreater relevance for traditional news brands 16Bridging the disconnect165 News Habits & Behaviours18Differences across news moments18Media and Platforms: how young audiencesare accessing the news20Observing digital behaviour underlinesthe preference for social media over news21Social media dominates theplatforms, to varying degrees23Forming news habits & behaviours27The habits and behaviours of four differenttypes of news consumer27The four types of news consumer28No one-size-fits-all solution386 Industry InsightsYoung people’s attitudes towards payingfor the news40Mainstream news media has an age problem.Every year, the Reuters Institute Digital News Reportdocuments how fewer young people are using traditionalsources of news such as television, radio and print,and how they are getting more of their news from socialmedia and other aggregators.These trends have underlined the challenge for mainstreammedia in attracting the attention of younger audiences,in building the brand loyalty and news habits that ultimatelywill guarantee their future. In short, news organisations arestruggling to remain relevant to a generation that has grownup with the distractions and diversions of digital media.Against that background, we were keen to commissiona report that could both explore these challenges but alsocome up with constructive and realistic suggestions abouthow to tackle them.This research sets out to answer two key questions:467 Strategic Options488 Conclusions549 Appendix582 How Young People Consume News and The Implications For Mainstream MediaNic Newman, Senior ResearchAssociate, Reuters Institutefor the Study of Journalism—— How do young people consume news?—— How can news publishers attract young readers,listeners and viewers?A number of secondary questions were also investigated,such as the relevance of the traditional news agenda, thetype of formats that appeal to younger audiences, as wellas tone of voice and perceptions of negativity in the news.In commissioning this report from strategic insightconsultancy Flamingo, we engaged a team with a longtrack record of researching the attitudes and behaviours ofyounger audiences and turning this into actionable insights.The methodologies chosen, which include tracking the digitalfootprints of 20 respondents along with diaries and interviews,have helped to uncover some of the core needs of youngergroups around news, as well us some of the frustrations withthe approaches taken by mainstream media.This qualitative work has helped complement the data fromour annual Digital News Report and given all of us a muchricher understanding of the differences between youngerand older news consumers. At the same time, we hopethat the insights contained in this report will be useful forindustry, for regulators, policy makers, and others interestedin the future of quality journalism.We are very grateful to the Flamingo team both inresponding to our brief so creatively, but also for meeting ourdemanding timeline. This report was greatly strengthenedby the input of the Institute’s research team, especiallyAntonis Kalogeropoulos, who helped shape the focus of theresearch and provided feedback through the process.This report is made possible by the support of our sponsorsand published with the support of the Google News Initiative.Foreword3

12 Executive SummaryYounger audiences are differentfrom older groups not just in what theydo, but in their core attitudes in termsof what they want from the news.Young people are primarily drivenby progress and enjoyment in their lives,and this translates into what theylook for in news.The study also revealed that the differences in therelationships young people have with the news dependon three key areas: the moment, the person and themedium. Four key news moments (dedicated, updated,time-filler, and intercepted) are described in detail,as are four types of news consumer (Heritage NewsConsumers, Dedicated News Devotees, Passive NewsAbsorbers, and Proactive News Lovers). The impactof the various media is also investigated, revealingkey roles, usage, pros and cons of platforms includingInstagram, Facebook, Twitter, Reddit and podcasts.They still need and want news to connect their world to theworld – and fulfil an array of different social and personalneeds – but they don’t necessarily see the traditionalmedia as the best or only way to do that. News media isnow competing for attention with myriad other distractions,and there is a high level of ‘background’ or ‘indirect’exposure to news (through social media, other onlineconversations, documentaries and TV shows, etc.). Theydon’t need to seek it out, news comes to them. Finally,much of the excitement and gravitas for younger people ison the periphery of the news space (infotainment, lifestyle,cultural, grassroots, bloggers and vloggers).Lastly, exploring areas of interest for the industryrevealed a number of attitudes towards the news,including an overarching finding that consumingnews can often feel like a chore.All this means there is a disconnect; traditionalnews media no longer seems as relevant oras dominant when it comes to news content.In a simplified way, how news brands and young peopleview the role and value of news is different:—— Traditional news brands see news as: what youshould know.—— Young audiences see news as: what you shouldknow (to an extent), but also what is useful toknow, what is interesting to know, and whatis fun to know.And the role of news for young people appears primarilyindividualistic; it’s about what it can do for themas individuals – rather than for society as awhole. While it’s true that the industry is movingtowards producing more content of this kind,most traditional news brands are still not associatedwith being useful, interesting or fun.Even if the media adopts the suggestions outlinedin this report, there is no guarantee of success.Our segmentation work suggests that a significantproportion of young people in the US and UKwill be hard to engage given their low interest innews. Building brand loyalty with these more ‘passive’groups will be tough, though it is possible thatthey will become more engaged as they takeon greater responsibility and enter a different life-stage.But other groups like the News Devotees and HeritageConsumers, and to an extent the Proactive News Lovers,offermoreopportunitiestobuilddedicatedand direct moments for news as well as an ongoingconnection throughout the day.Achieving this will require a relentless focus on the needsof younger audiences but also a deep understandingof the motivations that underpin behaviour. We hope thisreport will contribute to this process.Based on all of the insight gathered, the report offers anumber of provocations around potential payment models,and a detailed guide to producing content to engageyounger audiences. It arrives at three key conclusions:4 How Young People Consume News and The Implications For Mainstream MediaThe experience of news should feelas easy and accessible as Facebookand Netflix. This is partly abouthow the content is presented,but also about how it is surfaced.2News brands need to tell stories in waysthat fit the expectations of young peopleand the moments when they are opento news. This means creating formatsthat are native to mobile and socialplatforms as well as incorporatingthese ideas into their own websites.3The way the news media coversstories may need to change,including addressing issuessuch as negativity, stereotypes,diversity and how news brandspresent both themselves and theircontent on third party platforms.Executive Summary5

3B ackground& ObjectivesBroadcasters and newspapersare struggling to reach or buildrelationships with under-35s. Thisis an age group that tends to accessthe news via social media, aggregatorsand other non-traditional media.This challenge has not gone unnoticed or unresearched.Previous studies highlight the role that familybackground, socioeconomic status and parents’ newsconsumption habits all play in forming an individual’snews engagement1. However, with the emergence ofa digital native generation in Gen Z, an establishedhigh-choice news environment and greater exposureto different attitudes, things might be changing.Recent editions of the Digital News Report (2018 and2019) show that there has been a slowing and evenreversing of the rise in the use of social media fornews access in some key markets. Companies arealso beginning to focus more on quality and payment.Within this context, phenomena like the increasingawareness of hate speech and the spread of fakenews or ‘malinformation’2 means audiences are placinggreater importance on the value and quality of content- an emerging trend uncovered in a recent Flamingoand Synthesis study investigating fake news in Kenyaand Nigeria for the BBC3.The objectivesThe goal-led lensThis study set out to answer two key questions:As social media and aggregators have grownto dominate the news experience of this audience,the reference point for the ‘source’ of a story has becomedistorted. News brands have grown more and moreconcerned about ‘attribution’ – that is, how to ensurethat content is properly attributed to the brand orauthor that created it in a multi-platform, fragmented,global news environment.—— How do young people consume news?—— How can news publishers attract youngreaders, listeners and viewers?In this context, there were three key elementsof news to consider: the agenda or content (the chosentopics), the format, and the tone of news. Alongsidethis framework of analysis there were key differencesto consider, such as between platforms (e.g. Facebookand Instagram), between media, between agegroups, and between different payment methods.There were also a number of hypotheses to investigate,such as the impact an individual’s level of interest in thenews has on their consumption.Finally, there were areas of interest from the industryconversation that it was vital to explore among youngeraudiences:—— The relevance of the news agenda for youngeraudiences—— Negativity and the news—— The state of opinions in the news—— The tone of news feeling misaligned withyounger people—— The news not effectively using new formats,such as social media—— The state of trust in the newsThis year’s Digital News Report shows that concernabout misinformation remains extremely high around theworld, partly driven by very low trust in the news foundin social media. A significant proportion of consumers– especially younger ones – say they have startedto rely more on ‘reputable sources’ in the last year4.One possible implication of this is that young peoplehave gradually become more aware of the true sourceof content and the value of quality journalism5.Despite this, digital news accessed through socialmedia and similar platforms continues to dominate.But the extent to which young people truly valuethe news they access there is up for debate. Other workhas indicated that young people often don’t truly valuethe news they find on social media, which suggests thattheir behaviour and habits don’t always align with their goalsand ambitions (not surprising when we thinkof other areas of human habit misaligning ambition,such as diet or exercise).This work therefore set out to explore and understandthe audiences’ goals and ambitions in relation to news,while crucially keeping in mind that the momentumdescribed above is only one part of the story.—— The feeling that there is an overwhelmingamount of newsWith so many different aspects to the initial researchquestions, there was a clear need to have a way ofstaying locked on the overall objective. To do this,Flamingo devised a ‘goal-led lens’ for the manyquestions to explore. In order to dig deep into how newspublishers and broadcasters can build longstandingrelationships with younger audiences, it was necessaryto explore and understand this audiences’ life goals,values and ambitions in relation to news.6 How Young People Consume News and The Implications For Mainstream MediaBackground, Objectives & Methodology7

DigitalTracking2 weeks3 MethodologyGetting to this insight usingqualitative research presented anumber of challenges. Given thecultural cachet tied up with newsconsumption, it was predicted thatpeople wouldn’t always be completelyhonest about their news behavioursand habits. Moreover, habits oftenbecome so ingrained that people aren’teven aware of them, or can’t rememberthem. Lastly, the average personwould find it difficult to articulatewhat can practically be done by anews publisher (format, tone, content)to improve their offer.A multi-faceted approach was needed to get beneathall the complex but interrelated aspects at play.The methodology used enabled full understandingof the news habits and values of the audience in relationto format, content and tone from three pointsof view: (i) what people don’t tell us, (ii) what peopledo tell us, and (iii) what people can’t tell us abouttheir behaviours and motivations.DigitalDiaries3 days(i) What peopledon’t tell us(ii) What people do tell usFor 2 weeks,the smartphonebehaviour of 20individuals, splitacross the UK andUS, was tracked(with the informedand direct consentof each individualtaking part).16 of theseindividuals thencompleted digitaldiaries. Usingan online app,they capturedinformation aboutthe news theyconsumed offline,on laptops, tabletsand phones as ithappened, over thecourse of 3 days.Data on their digitaland online habits,routines, webactivity, app timeand social mediausage was gatheredand analysed.They also did ashort deprivationor saturation task:based on key newsbrands from theirtracking, peopleeither spent a daywithout, or onlywith, that brand.Flamingo spoke to individuals in theUK and the USA – market leaders fordigital news media and key countriesof interest for the Reuters Instituteand many of its partners.To capture age and generationaldifferences, the sample was brokendown into four age brackets thatroughly align with Generation Y(Millennials) and Generation Z.8 How Young People Consume News and The Implications For Mainstream MediaIn-homeInterviews90 minsUsing all thisdata, profilesand personaliseddiscussion guideswere created foreach individual.The 16 participantswere interviewedabout their widergoals, what theyvalue in news, themotivations behindtheir behaviours andtheir perception ofthe news.AgebracketsFriendshipTrios60 minsSemioticAnalysis6(iii) What peoplecan’t tell us8 of those 16individuals werejoined by 2 friendsafter the interview.This allowed forexploration – in areal group setting– of the more socialside of news andsharing, alongsideresponses todifferent, moreinnovative formats,tones and content.Finally, newscontent – includingthat taken directlyfrom the trackingdata – was analysedsemiotically toascertain whatis at play withindifferent formats,content and tonesin a way that peoplesometimes struggleto articulate.Gen ZGen Y18-2025-3021-2431-35Background, Objectives & Methodology9

I enjoy it being intertwined with socialmedia. I don’t have to actively think: ‘Oh,let me check up on my friends and let mecheck up on my news.’ I can do both atthe same time.Also I think it’s just moreinteresting to see the news in the context ofmy friends’ lives, and just see who is sharingwhat posts, and why it’s relevant to them.Maggie, 21-24, US10 How Young People Consume News and The Implications For Mainstream MediaHow Young People Consume News and The Implications For Mainstream Media11

4T he Role OfNews For YoungAudiencesThis study was about audienceunderstanding, but with a specificfocus on particular behaviours. It wasnecessary to understand, at least ata top level, who these people are andwhat they are seeking from life beforeit would be possible to analyse the rolenews plays for them. Habits, after all,are at least initially formed in order toachieve some reward, or goal, evenif we then lose touch with that originalreward later down the line7.The goals and aspirations of the people involved in the studywere universal and somewhat basic. They included: savingmoney, buying a house, family, friends, creativity, kindness,caring, being fulfilled and having new experiences.But when taken from the point of view of motivationsand values in news and media more generally, two keythemes cut across all the goals and aspirations. Eachtheme, in turn, has implications for the role of news. Theyplay across much of the more granular understandingof how these audiences engage with and consume thenews and help to explain some of the changes observed.The first theme is progress: goals, values andambitions here can be seen as personal developmentand, to an extent, personal improvement throughthe eyes of the individual.The basic ideas that sit behind it include:—— I want to develop myself personally—— I have goals I want to reach in my personal lifeand my work life—— I want to escape the limits of societalexpectations or stereotypes—— I want to look after myself tooThe second theme is enjoyment, though it could justhave easily been called ‘fun’: the expectation is that ina world of abundance and ease of access to things,this audience also wants to enjoy what they do.The basic ideas that sit behind it include:—— I want to enjoy my lifeKey generational differences:digital natives vs. digital migrantsWhat does this mean for the roleof news?Theonslaughtofarticles,reportsand publications proclaiming noticeable differencesin attitude, values and behaviours between Gen Zand Millennials suggests this could impact on whatconstitutes ‘valuable’ or ‘engaging’ media.The core role of news, of allowing you to knowwhat is going on in the world, meets a fundamentalhuman need: to connect people’s individual worldwith the wider world.For the purpose of this research, the key generationaldifference is that while some Millennials grew up withsome level of internet, the vast majority also intimatelyknow the world without social media or even email.In this sense, they are ‘digital migrants’. Gen Z, however,have only ever really known the digital world and are,thus, the first generation of true ‘digital natives’9.With this in mind, there were slight generationaldifferences that are interesting and helpful to keep inmind, although they do not significantly impact the biggeroverall themes of progress and enjoyment.—— Gen Z, as digital natives, have even higherexpectations of a flawless, seamless, personalisedonline experience than Millennials. Convenienceand instant gratification are hygiene factors. Thisisn’t to say Millennials don’t appreciate and valueseamlessness but – having known a time beforeeven a slow online world existed – perhaps theycan be more forgiving.—— Gen Z appear to be a more transactional group thanthe experience-centric Millennials. We know DIYand collaboration culture is strong10, but this alsomeans they are resourceful and pragmatic; visiblyconsidering what they can get out of the differentrelationships and activities they adopt. The personalutility of news is therefore seen in a particularlypractical sense; ‘how does it benefit me?’. Drivenby a more intuitive love for experience, we founddiscovery and learning came across strongeramong the 25-35s.—— Finally,perhapsduetotheirnativeand proactive approach online, for Gen Z, controlover and curation of their online environmentis ever more important11.And while it’s possible that with age, work andresponsibility this will evolve, formative attitudes towardprogress, enjoyment and digital technology will continueto impact these generations’ outlook and expectations.The Worldmy worldIn this sense, it provides a basis to the social side ofhumanity, playing an important role in communicationand cooperation in a world where increasingly largepopulations live and work together. Beyond this,engagement with the news is driven by a broader rangeof needs and roles that it can fulfill in our lives.This research identified six core needs behind youngpeople’s engagement with the news. Reflecting the keythemes in the younger audience’s goals and ambitions,some news needs pull more towards progress,others toward enjoyment and .Connections5.6.Entertainment Passions—— I want to have fun experiences—— I want to be entertained—— I want to do what I loveIn his podcast, Philosophize This!8, Stephen West capturesboth themes in his introduction to each episode, when hesays: “Thank you for wanting to know more today than youdid yesterday, and I hope you love the show.”12 How Young People Consume News and The Implications For Mainstream MediaThe Role of News for Young Audiences13

News plays to a number of progress-related needs,focused both on the self as well as our position in society:ProgressWe1. Status2. Identity3. LearningIn different contexts news relates to asocial standing. Knowledge is valued.Being ‘in the know’ gives you gravitasand allows you to feel confident.News helps you construct andcommunicate your identity. Thenews you engage with contributes todefining and demonstrating who youare, and your world view.News meets our desire to betterourselvesthroughlearning,to explore and broaden our horizons.It allows us to develop new skillsand ways of seeing the world,as well as to make savvier decisionsand stay ahead of the curve.Ed, 25-30, UKSam, 25-30, USTo feel knowledgeable about differenttopics is one rtainmentI think it’s part of my identity, quitehonestly. I have friends who are veryobsessed with sports, for example,and I quite frankly couldn’t givea shit about sports. Keeping upwith that is part of their identity.It’s who they are. For me, it’s theability to intelligently talk aboutBrexit, for example.Amy, 25-30, UKI see hard news as my daily source ofknowledge on the commute to workin the morning. I see the lifestylenews aspect that really helps mewith my own personal development,my interests, hobbies and basicallygiving me knowledge and awareness.EnjoymentBut news also plays to needs related to enjoyment, which can bejust as inwardly focused as outwardly or socially focused:LearningPassionsMeEnjoyment4. Connections5. Entertainment6. PassionsNews is the ultimate source ofsmall (and sometimes ‘big’) talk thathelps lubricate daily conversations.It allows you to confidently reachout and connect with those who areunlike you or have little in common,as well as discuss with friends andfamily. It delivers a wider senseof connection to the world at large.News, like media more widely, can befun. Being immersed in other worldsfor pleasure, feeling inspired, enjoyingcreativity, or simply – but no lessimportantly – just passing the time.News also helps us fuel andpursue our passions and interests,or to experience things we wouldn’tusually in daily life.Michelle, 31-35, USSometimes people are talking aboutit, like, ‘Oh yes, I read that today,’but I don’t know, I guess it’s a habitfor me. That’s probably why it started,just to have a general knowledge ofwhat’s going on in the world, to feellike you’re part of the world, or youknow what’s going on.14 How Young People Consume News and The Implications For Mainstream MediaAlex, 31-35, UKCourtney, 21-24, USIt’s all entertainment at this point.It’s not about being kept up-to-datewith what’s going on in the world, it’sabout, ‘This will keep me occupied,’that sort of thing.But it is primarily probably anentertainment tool. Like it is probablya thing to fill that kind of interestas well. In terms of entertainmentnews, I actually look on the Empiremagazine website because they havedaily film news, and things like that.The Role of News for Young Audiences15

Greater role of news isn’t translatinginto greater relevance for traditionalnews brandsThe role of news – in its widest possible sense(i.e. knowing about what’s going on in The World) – inyoung people’s lives seems much greater than expectedand at times felt even more pronounced than with pastgenerations. As we’ve seen, the main role of connecting‘my world’ and ‘The World’ hasn’t gone anywhere, and thenews continues to meet a vast array of different needs.On top of this, in today’s digital world we have greateraccess to more news sources, in more ways, more ofthe time. The world is increasingly globalised, which canbring local stories from one continent to another in aninstant. And there is a greater breadth of what constitutesnews, given the explosion of social media, digital startups, blogs and influencers.There also seem to be ever more reasons to engage withnews. For a number of reasons, whether political, socialor due to ease of access and the constant conversationonline, it came across that there is greater pressure foreveryone to be informed and to have a point of view oneverything. Perhaps there is therefore even greater utilityof news in this broader sense of the term.But while there seems to be just as great a rolefor news as ever for this audience, this doesn’ttranslate into greater relevance for traditionalnews publishers and broadcasters.In fact, it feels quite the opposite. As we know, thereis intense competition for media, which is redefiningwhat constitutes news and how it is delivered. In thepervasive attention economy, news media is competingfor attention with myriad other distractions. There isalso a great level of ‘background’ or ‘indirect’ exposureto news (through social media, other online conversations,documentaries and TV shows, etc.), which means thatwhile news still plays a role, there is less motivationto seek it out in its traditional spaces.Finally, much of the excitement and gravitasfor younger people is on the periphery of the newsspace (infotainment, lifestyle, cultural, grassroots,bloggers and vloggers). These are not traditionalnews brands’ areas of strength.Bridging the disconnectThis apparent disconnect is possiblydue to what each group considers to be the keyrole and value of the news. A simplified wayof looking at this would be:—— Traditional news brands see it as: what youshould know.—— Young audiences see it as: what you shouldknow (to an extent), but also what is usefulto know, what is interesting to know,and what is fun to know.The role of news for young people appears primarilyindividualistic; it’s about what it can do for themas individuals – rather than for society as a whole.And while it’s true that the industry is movingtoward producing more content of this kind, mosttraditional news brands are still not associatedwith being useful, interesting or fun.For this reason, a key way to increase relevanceamong under-35s is to think about what they personallywant and value from the news, and how news brandscan best go about delivering this.Bearing in mind the key themes of progressand entertainment, there are three ways to drivenews brands in the right direction:1. Personal Utility: news that a. Is useful in my lifeb. Helps my personal developmentc. Contributes to my status & identityd. Can act as social glue2. Entertainment: news that a. Is enjoyable and engaging to consumeb. Has high entertainment valuec. Has fun content and delivery3. Point of View: news that a. Has a point of view or an angle on a storyb. Is clearly informed by facts (rather thanprejudice or agenda)“ Reddit for me isthe portal to what’shappening, not justin the United States,but around the world.”c. Helps me develop my own point of viewd. Is different to predictable / politicised / extremeopinion and ideologyMark, 31-35, US16 How Young People Consume News and The Implications For Mainstream MediaThe Role of News for Young Audiences17

5 News Habits& BehavioursDedicatedDriving relevance of traditional news brands isnot as simple as delivering an entertaining point of viewthat offers personal utility. Just as there are differencesin formats, tone and content, there are differences inwhat is valued from the news depending on the moment,the medium and the individual. By understandingand successfully navigating these three variables,news providers will be much better placedto repeatedly generate resonant content that can buildengagement with rences across news momentsIndirect“ A fascinating new story about ”This moment is aboutdedicating time to thenews, as you mighta novel or TV seriesFirst, and perhaps the most often overlooked,is the impact of the news moment on what a personis looking for in the news. Different routines, differentwork lives and environments meant many types of newsoccasions were observed throughout the study.While a classic news moment might be seen assetting time aside to read the paper or watch the 10o’clock News, unsurprisingly the news moments forthis audience are not as one-dimensional. They rangefrom the more often direct and targeted to a news brand,to the more indirect and incidental.Across the different sources of data, four key newsmoments – with accompanying mindsets – were observed.These different moments were evident in both markets.Different formats, tones and content will better suit themindset, value and focus in each moment. For example,an entertaining investigatory long read suits a ‘Dedicated’moment, while a short visual summary of the day’s newssuits ‘Updated’. An interesting short video is a good‘Time-filler’, while a talking point headline grounded inshared experiences suits an ‘Intercepted’ moment.As well as influencing the type of news item that anindividual might be looking to engage with, thesemoments are also interrelated with where and how theconsum

Media and Platforms: how young audiences are accessing the news . 20. Observing digital behaviour underlines the preference for social media over news . 21. Social media dominates the platforms, to varying degrees . 23. Forming news habits & behaviours . 27. The habits and behaviours of four different types of news consumer . 27. The four types .

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