The news may be unpredictable, but its appeal to consumers is not: 92% of consumers use multiple platforms to get news on a typical day, according to the Pew Research Center.
As I point out in my new demographic report “The Digital News Audience: 24/7 Participation,” these highly engaged consumers see news as a form of social currency and even as a civic obligation. Their need to keep up with current events has them searching out digital news throughout the day, checking in with more than one outlet on more than one device.
Pew found that 75% of US adults got their news from one or more traditional media “yesterday” literally, the day before the survey was taken, and 44% used one or more digital platforms.
While online advertising has now surpassed overall newspaper ad spending, according to eMarketer estimates released December 20, newspaper and other news sites are still a viable place to advertise.
For marketers, the appeal of the online news audience is in its demographics: predominantly male, between 30 and 64 years, and well-educated, according to Pew.
More young adults ages 18 to 24 check out online news than seniors ages 65 and older, too.
Brand marketers looking to target young, educated males would do well to use digital news platforms and email rather than social networks. News sites are also good places to find educated women in their 30s and 40s who have careers and children—and very little time to spend on social networking relative to younger online females.
Social media offers brand marketers creative ways to reach the news audience, but a distinctly different one. Here, females are more likely than males to get news on social sites, and a younger audience is posting and re-posting links to various news stories.
They see social media playing a vital role for monitoring news: 90.4% of social media users told TEKGroup International that these channels are important or somewhat important for following the news. Of course, the sample was comprised solely of social media users, which does color the results depending on one’s perspective.
The importance to marketers is that this audience is very, very interested in tracking news via social channels.
The downside in news sites for marketers is the volatility of the news itself. While online news sites attract many internet users, marketers can find their brand messages appearing alongside some very unflattering content. To counter that, marketers should have a contingency clause in place that requires online publishers to remove or reposition ads away from adverse stories.
The bottom line: Online news sites are a proven place to attract males, young people and women in their 30s and 40s. Many younger women look to social sites for their news.
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