Washington : Researchers have identified four distinct types of millennial news consumers: the Unattached, the Explorers, the Distracted, and the Activists, reports PTI.
The study, a deeper analysis of a survey conducted earlier in 2015 by the Media Insight Project, found that as it relates to their information use and the way they consume information about different topics, adults age 18 to 34 are not a monolithic group.
“This study identifies truly distinct characteristics that typify each group of news consumers and identifies challenges and opportunities for news publishers attempting to reach the Millennial audience,” said Trevor Tompson, director of The Associated Press-NORC Center.
The Media Insight Project is a collaboration between the American Press Institute and The Associated Press-NORC Center for Public Affairs Research. The survey was conducted between January 5-February 2, 2015, and included 1,045 adults in the US between the ages of 18 and 34.
The results identified four groups of Millennials who share certain characteristics in their information consumption: the Unattached, the Explorers, the Distracted, and the Activists. The Unattached group is younger, age 18-24, and usually bumps into news, rather than seeking it out. The ones in this group have not yet started families or established careers. The next group is Explorers. They are also young, age 18-24, and actively seek out news and information.
They tend to follow a variety of current events and news-you-can-use topics. Many believe in the social and civic benefits of following news. The other group is Distracted. They are older, age 25-34, many have families and are part of the middle class. They tend to not use news for civic or social purposes.
The fourth group is Activists. Activists are older, age 25-34, actively seek out news and information. They tend to have already established families, careers, and a connection to their community.
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