The Digital News Consumer
The 20,000 Foot View: As the publishing industry’s issues regarding monetisation move front and centre in the political debate over Facebook’s media influence, the way consumers discover and interact with news content stands at a tipping point. With increasing diversity in consumption patterns across geographical markets and age groups, understanding the digital publishing consumer involves addressing platform distinctions and the wider divide between the traditional and the new. Matters are compounded by greater competition in the saturated app economy, which means ever more aggressive efforts to gain ever more limited audience attention and time.
- BuzzFeed and Vice are the news destinations for millennials - of year-olds consume content on BuzzFeed, compared to of year olds
- BuzzFeed’s reach is concentrated among millennials, with overall penetration just in the US and even lower in countries like Japan and Germany of BuzzFeed consumers are female
- Germany and Swedish penetration of consumers uploading videos to YouTube and/or Facebook is and respectively, but in of news consumers aged have expressed concern over fake news on social media, yet just of year olds agree share this view
Companies and brands mentioned: BuzzFeed, Facebook, Financial Times, Vice, YouTube