Survey: Millennials Rely On Blogs For News

Click to Enlarge (Notice..no mention of Radio)

Millennials value authenticity more highly than the content itself when consuming news, according to a survey of 1,300 Elite Daily readers, nearly all in the millennial age range between the ages of 18 and 35, released by Elite Daily and Millennial Branding.

As a result, they are relying on new ways to consume media, with 33 percent selecting blogs as their top media source. Fewer than 3 percent rank television news, magazines and books as influencing their decisions and only 1 percent said a compelling advertisement would make them trust a brand more.

"They're used to not trusting CEOs and politicians and just corporations in general," says Dan Schawbel, founder of the Gen Y research and management consulting firm Millennial Branding. "That's why they like blogs so much. Blogs, they feel, are written by an individuals, there's typically not an agenda, and it’s a personal account of their thoughts and how they're feeling, and so they can better align with that, especially if the content is written by someone who understands them or someone who is a millennial themselves."

According to Entrepreneur, the rejection of traditional media as inauthentic comes part and parcel with the trend of millennials discarding other norms accepted by previous generations. For example, the majority of millennials (59 percent) would rather rent a house than purchase one. As a result, homeownership, once the mark of adulthood, is increasingly delayed.

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