Fewer than 50 percent of the API’s sample set said they used an online-only reporting service to find news. Eighty-two percent said they went straight to local TV news.
An exciting new partnership between the American Press Institute (API) and the Associated Press-NORC Center for Public Affairs Research called the Media Insight Project has produced a study called “The Personal News Cycle: How Americans choose to get their news”.
The Media Insight Project’s main goal is to “understand changing news audiences” through a series of polls and studies, the initiative’s leaders announced in a press release last week.
“We created the AP-NORC Center to serve the news industry by making the best social science research available to journalists and the public in order to promote a greater understanding of social trends,” AP-NORC Center Director Trevor Tompson said.
Based on a telephone survey of 1,492 adults across the nation conducted from Jan. 9 to Feb. 16, 2014, here are a few of the study’s key takeaways, published on March 17:
Consumers will find the news they want on the technology that is most convenient
According to the Media Insight Project, traditional media is still relevant for sifting through the news. Respondents used at least four devices to either discover or follow up on stories in a single week, but the tools used may surprise you. “The most frequently utilized devices include television (87 percent), laptops/computers (69 percent), radio (65 percent), and print newspapers or magazines (61 percent),” reported API. The same people said they preferred television to computers for consuming news 24 percent to 12 percent, with cell phones and tablets at 12 and four percent, respectively. ”People who own and use more devices are no more or less likely to use print publications, television, or radio to access the news,” read the study.