For the doomsayers of journalism, here’s inspiring news out of Canada: Millennials seem to love consuming news just as much as any other generation. The catch is that they want more diversity — from devices to publications.According to a new study by The International News Media Association, 18- to 24-year-olds in Canada read an average of 1.61 different newspapers each week, while 25- to 34-year-olds read 1.47 different newspapers a week, and 35+ read 1.49 different newspapers a week.However, Millennials prefer convenience over anything else, stating that walking over to a newsbox is an inconvenience. They like serious articles, but prefer when they’re mixed in with opinionated and analytical blogs and Facebook and Twitter feeds.For those who despair over such stats, it’s worth noting that 30% of those samples said they read a print paper every day. But 42% read newspapers online during the course of the week.Smart newspaper owners would understand that Millennials don’t yet have set media consumption habits (i.e., reading the paper over breakfast may go the way of “pinning” a highschool girlfriend). And without established habits, news organizations have the ability to shape behavior. Providing downloadable content right before commuter times (when Internet access is more likely to be disabled) can help shape consumer behavior and reliance on your news brand.But such downloadable content must be mobile- and tablet-friendly, since 26% of adults 18-34 who read online read only on their mobile device. The combination of digital content that’s time-sensitive but not Internet-based may mean that mobile publishers should look into ways to create perishable digital content — apps that automatically update but also delete old content (after a certain period of time) in order to save space on a subscriber’s device.What do you think?[Irrelevant Fun Fact: Just like Generation X was abbreviated to Gen-X, Millennials are being called Min-als. So now you know how to pronounce my name.]
Millennials Consume News as Much as Any Generation, But Want Convenience and Quality
For the doomsayers of journalism, here’s inspiring news out of Canada: Millennials seem to love consuming news just as much as any other generation.