Report: Mobile News Media Habits Vary By Market

According to Nielsen’s latest Local Watch report, while connectivity has made the world smaller in a lot of ways, U.S. consumers still want to keep up with the happenings in their own neighborhood. While consumers continue to go local when it comes to watching television, they’re also going digital to augment that local experience!

The report found that “local digerati”—those that used internet and mobile apps for local news and community events and feel social networking is important for local information—number nearly 30 million strong in the U.S.

So who make up this digitally savvy, locally focused group?

Accoridng to Nielse, the majority of local digerati are female (55%). This group is also on the younger side—among adults 18 years old and older, local digerati peak in the 25-34 year old demographic (25%) and gradually decline as age increases.

About 70% of these consumers are educated and employed. In addition, nearly 40% of them make more than $75,000 per year. In short, local digerati represent a very desirable group of viewers and a golden opportunity for broadcasters everywhere to leverage their unique local content online with this highly engaged audience.