Family influences news readership

The myth is that young people don’t share the same news engagement and values as their wider family. The reality is that family and the role news plays in childhood has an impact on the choice of news young people read.  

News brands offer advertisers the opportunity to build on legacy relationships with influential parents, acknowledging that young readers place a similar value on news as their parents. ‘News enthusiasts’ were 59% more likely to say news was a part of daily family life. 40% of young print readers had parents who also read in print.  

Young people are not the rebels we often think they are and share similar attitudes to their parents. Two thirds (66%) of all 15–29s share the same views as their parents (rising to 71% of ‘news enthusiasts’), while 19% think differently to their parents (falling to 17% of ‘news enthusiasts’).