Newsworks research shows young people are increasingly reading news brand content, writes insight director Heather Dansie — and that was before Rishi called the election
Discussing some of the findings she revealed in a presentation at May’s Media360 conference in Brighton, Dansie puts forward a more nuanced understanding of young people’s news brand habits than the industry might assume.
Using an intimate and robust methodology that gets close to 1,000 15–29-year-olds’ daily taps and clicks, the research finds nine in 10 young people read news content online, with seven in 10 accessing content from news brands.
The findings also show the commercial value of news brands’ young audience to advertisers, with almost three in 10 using publishers to discover new products and services and 52% believing advertising they see in news brands enhances quality perceptions.
Most importantly, Dansie suggests, is young people’s attitudes around news’ trusted role in the world: almost three quarters believe journalism is important in today’s society.
Dansie writes: “Journalism matters to young people. And, as they grow up, as has been true for every generation before them, it will matter even more.”
Read Heather Dansie’s full story for Campaign here.
