New Research on Media Habits of Youth

A new study on the media habits of young people in three countries, released at the World Newspaper Congress, , in Göteborg, Sweden, found that television continues to be the most important source of news and information for the young, despite the rise of the internet. Conducted by Canada-based company DECODE for the World Association of Newspapers (WAN) and national partners in the three focus countries, the survey of 3,500 young people between 15- and 29-years old in the United States, the Netherlands, and Finland, found that young people get their news and information from a wide variety of sources, but that television continues to be their preferred medium. The study, commissioned by WAN to help publishers better understand and meet the needs of younger readers, also found that newspapers are well placed to attract readers in this age range.

It found:

• "Young people are interested in news and see the value of being informed.
• Loyal newspaper readers are more informed, engaged and connected to community than non-readers.
• Parents (especially mothers) and teachers have successfully influenced young people to become newspaper readers - peers are not influential.
• Newspapers must start earlier to establish how the brand of news emanating from newspapers is different from and superior to other media options. This strategy should be multi-platform, accentuating content, not format.
• Young people leaving home provides an important opportunity for newspapers. The study shows a significant drop in readership at this life-stage at a time when interest in news is peaking.
• Newspaper editorial content, in general, is disconnected from youth interests - and when it is about youth, it is mostly negative. Music and film top the list of interests while politics ranked in the lower than 30th.
• Social networks can be allies of newspapers, not the enemy. Social network users are more supportive of all media generally, but also show a higher increase of support for newspapers than non users."

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