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Survey research

This page contains original American Press Institute research into how the modern news audience consumes and pays for news, and other topics.

For more detail, see the website of the Media Insight Project, an initiative of API, the Associated Press and NORC at the University of Chicago.

‘Who shared it?’: How Americans decide what news to trust on social media

This research was conducted by the Media Insight Project — an initiative of the American Press Institute and the Associated Press-NORC Center for Public Affairs Research Introduction When Americans encounter news on social media, how much they trust the content is determined less by who creates the news than by who shares it, according to […]

A new understanding: What makes people trust and rely on news

This research was conducted by the Media Insight Project — an initiative of the American Press Institute and the Associated Press-NORC Center for Public Affairs Research Introduction For more than a generation, research has tried to identify the qualities that lead people to trust news. The work has concluded that in general people want journalism […]

Fact-checking and accountability journalism: Popular, effective — but sometimes misunderstood

Most people who studied journalism or communication at a broad selection of schools across the United States believe that fact-checking journalism — a relatively new form of accountability reporting in politics — is effective at improving political discourse, according to a new survey. About two-thirds of graduates of communication and journalism, or 65 percent, across […]

How Millennials Get News: Paying for content

This research was conducted by the Media Insight Project, an initiative of the American Press Institute and the Associated Press-NORC Center for Public Affairs Research. Introduction Despite growing up amid abundant free online entertainment and news, today’s young adults still use significant amounts of paid content. Selling news to young people remains difficult, but the […]

Breaking Down the Millennial Generation: A typology of young news consumers

This research was conducted by the Media Insight Project — an initiative of the American Press Institute and the Associated Press-NORC Center for Public Affairs Research There are some clear differences from previous generations in how Millennials—the first group of Americans to grow up with digital technology—consume news and information. The term Millennials, however, which […]

Twitter and the News: How people use the social network to learn about the world

Overview How does Twitter change the way people get news? What kinds of thought leaders, journalists and organizations do people follow on the network? How are these Twitter followers different than those on other social networks? And how are people reacting to added elements on Twitter, such as advertising and promoted tweets? At a moment […]

How Millennials Use Technology to Get News: Differences by race and ethnicity

This research was conducted by the Media Insight Project — an initiative of the American Press Institute and the Associated Press-NORC Center for Public Affairs Research A new study of Millennials and news finds that Hispanic and African American adults under age 35 are just as connected to the web as the rest of their […]

Facing Change: The needs, attitudes and experiences of people in media

A new study of communication graduates finds that people in many different industries — from commercial brands to government and think tanks — now produce what they consider journalism, and while they are pessimistic about the direction of news in general, most believe their own work in the last five years has gotten better. In […]

How Millennials Get News: Inside the habits of America’s first digital generation

This research was conducted by the Media Insight Project — an initiative of the American Press Institute and the Associated Press-NORC Center for Public Affairs Research Introduction For years, researchers and social critics have worried that the newest generation of American adults is less interested in news than those who grew up in the pre-digital […]

The Personal News Cycle: A focus on African American and Hispanic news consumers

This research was conducted by the Media Insight Project — an initiative of the American Press Institute and the Associated Press-NORC Center for Public Affairs Research Introduction The predicted digital divide, in which people of color would be left behind in the use of technology, is not playing out as many of those forecasting the […]

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