Media by the Numbers: The Changing Landscape of the News Consumption Cycle

MEDIA BY THE NUMBERS: THE CHANGING LANDSCAPE OF THE NEWS CONSUMPTION CYCLE

MEDIA BY THE NUMBERS: THE CHANGING LANDSCAPE OF THE NEWS CONSUMPTION CYCLE

Today, consumers spend the day moving through devices and sources as they consume news 24x7.

They receive different types of news on different devices on different networks at different times of the day and different days of the week. To ensure our clients’ news distribution strategies have the highest impact possible, MWW set out to map the following: when do consumers read (or hear or see) what type of news on what device and via what type of news delivery system?

Our Objective: To map out when you should send what type of news to what media in what format and how it’s likely to be shared. © MWW GROUP. ALL RIGHTS RESERVED

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MEDIA BY THE NUMBERS: THE CHANGING LANDSCAPE OF THE NEWS CONSUMPTION CYCLE

FINDINGS News sources and delivery methods change throughout the day. For example, while roughly 56% of people reported receiving their news via email in the mornings, these numbers drop by mid-morning, and only partially rebound later in the day. RSS feeds and LinkedIn news show similar patterns.

SOCIAL SOCIAL = NEWS = NEWS DISTRIBUTION DISTRIBUTION ANDAND ENGAGEMENT ENGAGEMENT AndAnd those those channels channels can can be used be used to engage to engage people people interested interested in a in brand’s a brand’s news news

60

57%

60

50

50

40

40

30

3030%

20

20

10

10

0

57% 56%

Morning Morning Morning Mid-Morning Mid-Day Mid-Day Mid-Day

56% 52%

55%

52

%

44% 38%

38%37% 30%

37% 29% 25% 19%

25% 19%

53%

44% 35%

29%

Mid-Day Mid-Day

55% 41% 35% % 32

53%

46% 46% 41%

32% 31% 29% 29% 27% 27% 22% 22% 17% 17%

31%

10%Not Interested % 40%Interested 10%10 23%Somewhat Interested Not Interested Not Interested

4040

% %

Interested Interested

23%23%

Somewhat Somewhat Interested Interested

27%27%

Very Interested Very Interested

0

Email Email Email from Email from LinkedIn LinkedIn Links from Links from RSS Newsletters Newsletters friends and friends News and News FacebookFacebook colleagues colleagues

RSS

27%Very Interested

Twitter Twitter Visiting aVisiting a news website news website

Do youDoassociate you associate any ofany the of following the following digitaldigital

news with different withdigital different parts of parts the of day? the day?

Do you associatenews any sources of thesources following news sources with different parts of the day?

Assume Assume you see youasee positive seepositive a positive or negative negative newsnews news relevant to Assume you orornegative relevant relevant to a company toora brand company or brand brand that plays a life. How a company thatorplays athat roleaplays in your roleinterested inrole yourinlife. your How life. interested How interested would would you be you in would you be in the opportunitybetoindirectly the opportunity the opportunity to directly to directly follow-up follow-up with that follow up with that company towith askthat them about the news? company company to asktothem ask about them about the news? the news?

Smartphones are challenging television as the number one news source, and dominate as the source when time is at a premium (e.g., lunch).

Tablets are more popular during leisure-oriented times, like on the weekends.

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MEDIA BY THE NUMBERS: THE CHANGING LANDSCAPE OF THE NEWS CONSUMPTION CYCLE

WHAT DEVICES WE USE TO GET THE NEWS

70 60

Radio (55%) and Smartphones (23%) are most important during the morning commute.

50

Televisions (63%) and Laptops (32%) peak after dinner.

Smartphones (43%) peak at lunch.

Laptops (32%) and PCs (30%) are also high.

Television (34%), Tablets (42%), Smartphones (42%), and Print (42%) take over on the weekend.

40 30 20 10 0

Laptop Smartphone Tablet Television Radio Print Desktop PC

Start of the Day Start of the Day 39 36 21 46 27 33 39

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Morning Commute Morning Commute 10 23 7 9 55 8 11

Lunch

Lunch 32 43 23 18 15 17 30

Evening Commute Evening Commute 9 21 7 10 47 4 11

After Dinner After Dinner 40 23 22 63 7 14 32

Late Evening Late Evening 34 21 17 49 4 8 24

Bedtime

Weekends

Bedtime

Weekends

19 21 16 25 5 3 12

39 42 42 34 17 42 33

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MEDIA BY THE NUMBERS: THE CHANGING LANDSCAPE OF THE NEWS CONSUMPTION CYCLE

Social media continues to be critical to news distribution. 44% and 29% of people report following Facebook and Twitter links, respectively, in the morning. These figures dip by mid-morning, but social media news consumption peaks later in the day, with 55% and 41% of people getting their news from the two studied sources. News websites show the same patterns: moderate consumption in the morning, a midday lull, and peak consumption later in the day.

HOW WE GET OUR ONLINE NEWS Email newsletters (52%) and emails from friends and colleagues (48%) are most important in the morning.

60

News shared by friends (37%) peaks at lunch (sharing what they have discovered that morning).

50

Twitter (41%), Facebook (35%), Linkedin (37%), and RSS (37%) news become the most important sources on the weekends.

40 30 20 10 0 Start of the Day

Morning Commute

Email Newsletters RSS Linkedin News Links from Facebook Friends Twitter Emails from Friends/Colleagues Visiting a News Website

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Start of the Day 52 24 22 37 24 48 40

Lunch

Morning Commute 10 10 7 13 8 11 10

Evening Commute

Lunch 30 17 19 35 22 37 31

After Dinner

Late Evening

Evening After Dinner Commute 8 21 7 13 4 12 11 36 8 20 9 33 10 31

Bedtime

Late Evening 15 7 9 26 17 26 26

Weekends

Bedtime

Weekends

8 4 2 14 9 9 11

20 37 37 35 41 28 29

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MEDIA BY THE NUMBERS: THE CHANGING LANDSCAPE OF THE NEWS CONSUMPTION CYCLE

News is only the start of engagement - people want to follow company news Our research shows that 40% of customers are interested in following a company’s news story once they’ve read about it, with 27% of these customers describing themselves as “very interested”, and an additional

23% describing themselves as being “somewhat interested”, leaving only 10% of respondents describing themselves as disinterested. In a similar vein, respondents to our study overwhelmingly indicated that

links to news media and articles are an important factor when they are researching a topic on Google, with 96% of respondents saying that news media is very important, important, or as important as other information.

WHEN DO WE WANT DIFFERENT TYPES OF NEWS? Local (53%), International (35%), Business (35%), and Politics (29%) news are more important in the morning.

60 50

Midday, people check in on Lifestyle (27%) and Celebrity (21%) news.

40

Politics (41%) peak after dinner.

Evenings & weekends consumers go heavier on Sports (44%), Celebrity (31%), and Lifestyle (26%).

30 20 10 0 Start of the Day

Business Celebrity Politics Sports Lifestyle Local International

Morning Commute

Lunch

Evening Commute

Start of the Day 35

Morning Commute 16

Lunch 16

Evening Commute 13

14 29 20 22 53 35

9 17 9 14 21 13

21 14 12 27 16 12

11 15 9 8 18 11

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After Dinner

Late Evening

After Dinner Late Evening

Bedtime

Weekends

Bedtime

Weekends

24

14

5

18

23 41 27 21 40 33

17 25 23 13 23 21

11 8 9 6 11 6

31 18 44 26 12 15 6

MEDIA BY THE NUMBERS: THE CHANGING LANDSCAPE OF THE NEWS CONSUMPTION CYCLE

The day starts with serious news and gets more lifestyle-oriented late in the day and on weekends.

Implication: Match up the topic of your news announcement with when people are mostly likely to be interested in that category of news.

Start of the Day

Morning Commute

Lunch

Evening Commute

Best Type of News

Local

Local

Lifestyle

Local

Best Device

Televisions

Radio

Smartphone

Radio

After Dinner

Late Evening

Bedtime

Weekends

Best Type of News

Politics

Politics

Celebrity

Sports

Best Device

Television

Television

Television

Smartphone/Tablet

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MEDIA BY THE NUMBERS: THE CHANGING LANDSCAPE OF THE NEWS CONSUMPTION CYCLE

By developing a content strategy now, brands will save time down the road and improve user interactions.

Once the news is out there, how important is it after the cycle? Extremely, as almost 100% of respondents said when they research a topic, seeing related news articles is important. For brands, deliverable content is an imperative.

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FOR MORE INFORMATION, PLEASE CONTACT: Mitzi Emrich

Chief Social Media Officer 646.837.9418 | memrich@mww.com

Jess Seilheimer

Chief Strategy Officer 646.841.1356 | jseilheimer@mww.com

MWW

304 Park Avenue South, 8th Floor New York, NY 10010 212.704.9727 | mww.com

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