Insights from 900 U.S. News Consumers: Millennials’ and older generations’ attitudes toward the news

Tweet A recent study by MECLABS Institute, the parent research organization of MarketingExperiments, found that age is one of the factors that predicts the likelihood of consumers paying for a subscription to news sources. Older people were more likely to pay for subscriptions. The researchers tried to understand whether Millennials’ and older generations’ attitudes toward the news are different. How do Millennials see the value that news provides? A breakdown of attitudes toward the news by age shows Millennials’ views about keeping up with the news as less of a civic duty than older people, who feel responsible to follow the news and enjoy discussing it more than Millennials.   The study From November 24-30, 2015, MECLABS conducted an online survey with a YouGov panel of 900 U.S. news consumers aged 25 and older, with household incomes of $40,000 or higher and who spent three hours or more in a typical week consuming news in print or digitally. The researchers asked, “Thinking about the news, to what degree do you agree or disagree with each statement below?” on a scale of 1 to 6 where 1 = “strongly disagree” and 6 = “strongly agree.”   Results   While all age groups were quite similar in their preferences for being viewed as experts on certain news topics, there were bigger differences between Millennials and older generations in their perceived responsibility to follow news. While 73% of people 56 and older agreed that it’s their personal responsibility to keep up with the…
Source: Marketing Experiments
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