This year's data shows a quickening of the pace towards social media platforms as routes to audiences, together with a surge in the use of mobile for news, a decline in the desktop internet and significant growth in video news consumption online.
At the same time, reports find the continued centrality of traditional platforms – particularly television – and ever more stark country-based and generational divides over the way news is found, consumed, and distributed.
Key Findings:
- The report sees the smartphone more clearly as the defining device for digital news with a disruptive impact on consumption, formats, and business models. Our data suggest it provides an environment dominated by a few successful brands, with others struggling to reach a wider audience, both via apps and browsers.
- The move to online video, new visual formats, and social media coincides in many countries with a fall in audiences for traditional TV bulletins. The trend is most pronounced amongst the under 35s.
- There's a strengthening in the role played by Facebook in finding, discussing and sharing news. Facebook-owned Instagram and WhatsApp are playing a big role amongst younger groups.
- The increasing importance of search and social as gateways to news has raised concerns over online ‘filter bubbles’, but our respondents say these services help them find more diverse news and lead them to click on brands they do not normally use.
- An intensifying battle for global audiences online involving new players like the Huffington Post and Buzzfeed, expanding global newspapers like the Guardian and New York Times and old stalwarts including the BBC and CNN.
- Finally there's significant consumer dissatisfaction with online advertising, expressed through the rapid take up of ad blockers and disquiet over the blurring lines between editorial and advertising.
No comments:
Post a Comment