Internet quickly becoming the source for local news.
The Internet is gaining as a popular source for local news, particularly among young adults, according to a JupiterResearch study titled Online Local Content: Prioritizing Content, Blogs, and Community.
|Click to view full-size chart|
Young adults, age 18 to 24, are more inclined to go online for local and national/international news. Ten percent of them are consuming local news, one percent higher than the number for all respondents. In the case of national and international news, 33 percent of young adults went online in 2004 compared to 26 percent of total respondents. The research shows young adults look for several categories of news online, including entertainment, and act as influencers, making recommendations to friends via email and IM.
"Youth likes the online for news in so far as they like news," says David Card, vice president and senior analyst with JupiterResearch. "If you are a multimedia brand, you should definitely cater to the younger audience. Expect that a disproportionate number of your audience will be younger."
One issue noted in the Online Local Content report is the lack of a successful national network of local sites. While there are local news media companies, including Knight Ridder and Belo, none of the networks have a substantial share in terms of national reach.
And while blogs get huge attention these days, they lag as a local news channel. The study found more local news seekers get entertainment info from message boards than blogs. However, Jupiter notes that start-up GetLocalNews.com is building reach by assembling a network of local "citizen journalist" bloggers, and licensing the content regionally.
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.