Insights, tools and research to advance journalism

News audiences (Page 9)

We believe the future of journalism must involve news organizations better understanding the needs and behaviors of their audiences. To that end, we conduct innovative research into how Americans get news.

Below you will find other recent insights we have curated about how to reach and serve news audiences.

Recommendations for publishers

The results of this survey make clear an intimate connection between Twitter users and news, and suggest some ways in which publishers can take best advantage of the platform. That connection comes through in various data points. Among them, nearly 9 in 10 Twitter users (86%) say they use Twitter for news, almost the same […]

Race, ethnicity, and the use of social media for news

One of the major findings of this research, across all groups, is the finding that Millennials are far more interested in news and information than other research might have indicated. The project identified this, or broke with past research, not by simply tracking where Millennials went online but by looking in more detail than past […]

Motivations for keeping up with the news

One dimension of understanding news and information that is becoming more important today is how people use the news and information they encounter. In an age when consumers can decide what they want to follow and how, and when their reactions and use of the information they consume is more public, it becomes more critical […]

Race and ethnicity, device usage, and connectivity

The digital divide has not materialized when it comes to technology access among Millennials. The Media Insight Project’s 2014 report The Personal News Cycle found that, contrary to long-held assumptions about digital media access by people of color, the digital divide has not played out in the United States as many had anticipated. 1That study […]

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 […]

The impact of race and ethnicity on news and information topics followed by Millennials

The Personal News Cycle revealed that the type of news people choose to follow varies significantly by race and ethnicity in the general population, 1 and these new data reveal a similar trend among adults age 18-34. In the current study, Millennials were asked if they regularly follow 24 different news and information topics. Significant […]

Rutgers report: Rich communities have access to more local news than poorer communities do

You might have heard: At least some Americans, including many African-Americans and Hispanics, feel underserved and that news doesn’t regularly or accurately cover their communities But did you know: An analysis by Rutgers University of news sources in three New Jersey towns suggests richer communities have access to more local news sources, as well local […]

News app users are the most loyal, according to a new mobile ad report

While most smartphone users in the U.S. start their day with a social media app and end it with an entertainment app, a new report from Opera Mediaworks says apps classified as “News & Information” are the category to which users are most loyal. The report says: “This category had the most consistent first and […]

How TheSkimm relies on its readers for audience development

Since TheSkimm launched three years ago, its referral program called “Skimm’bassadors” has been critical to its growth. Five weeks after a reader signs up for TheSkimm, they get an email encouraging them to share TheSkimm with a friend using a unique URL. If they get five friends to sign up, they become a “Skimm’bassador” with […]

40-year-old moms are actually the ones supporting viral content, not Millennials

The people fueling the viral Internet aren’t actually Millennials, but 40- to 45-year-old mothers of Millennials, Caitlin Dewey writes. For Upworthy, which is moving towards more original content and data-informed story selection, the audience tends to be female and over 40. This could be due to the fact that there’s a lot of middle-aged mothers […]

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