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

AN MWW WHITE PAPER WINTER 2013

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 its likely to be shared.
2013 MWW GROUP, ALL RIGHTS RESERVED | WHITEPAPER | WInTER 2013

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 = NEWS DISTRIBUTION AND ENGAGEMENT SOCIAL = NEWS DISTRIBUTION AND ENGAGEMENT
AndAnd those channels canused to engage people interested in a in a brands news those channels can be be used to engage people interested brands news
Morning Morning Mid-MorningMorning Mid-Day Mid-Day Mid-Day

10% interested not 40% interested somewhat Not Not 10% Interested 10% Interested 23% interested

60

57%

60

57% 56%

56% 52% 37%

52

55% 44% 44% 35% 29% 25% 25% 19%

55% 41% 35% % 32

Mid-Day Mid-Day

53% 46% 46% 41% 31%

53%

50

50

40

40

38% 30%

38% % 37

30

30% 30
20

29% 19%

20

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

4040

% %

Interested Interested

23% % 23

Somewhat Interested Somewhat Interested

10

10

27% % 27

Very Interested Very Interested

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

RSS

Twitter Twitter Visiting aVisiting a news website website news

27% interested Very


Assume you see asee positive oror negativenews relevant to Assume you see a positive negative Assume you positive or negative news news relevant to a company or brandplaysplays a in your life. How relevant or company or that that plays a companyto a brand that brand a role a roleinterested would How be inwouldwould you be indirectly inrole inlife. How interested the opportunity to your your life. you interested you be in the opportunity to directly follow-up with that that the opportunity to directly follow-up with follow up with that company to ask them about the news? company to askto ask about about the news? company them them the news?

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

Do you associate any ofany of the following digital Do you associate the following digital

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


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

70 60 50 40 30 20 10 0

Start of the Day


Start of the Day 39 36 21 46 27 33 39

Morning Commute
Morning Commute 10 23 7 9 55 8 11

Lunch

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

Lunch 32 43 23 18 15 17 30

Bedtime 19 21 16 25 5 3 12

Weekends 39 42 42 34 17 42 33

Laptop Smartphone Tablet Television Radio Print Desktop PC

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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 50 40 30 20 10 0 Start of the Day Morning Commute

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

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

Lunch

Evening Commute

After Dinner

Late Evening

Bedtime

Weekends

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

Start of the Day 52 24 22 37 24 48 40

Morning Commute 10 10 7 13 8 11 10

Lunch 30 17 19 35 22 37 31

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

Late Evening 15 7 9 26 17 26 26

Bedtime 8 4 2 14 9 9 11

Weekends 20 37 37 35 41 28 29

2013 MWW GROUP, ALL RIGHTS RESERVED | WHITEPAPER | WInTER 2013

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 companys news story once theyve 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?


60 50 40 30 20 10 0 Start of the Day Morning Commute Lunch Evening Commute After Dinner Late Evening Bedtime Weekends
Local (53%), International (35%), Business (35%), and Politics (29%) news are more important in the morning. Midday, people check in on Lifestyle (27%) and Celebrity (21%) news. Evenings & weekends consumers go heavier on Sports (44%), Celebrity (31%), and Lifestyle (26%).

Politics (41%) peak after dinner.

Business Celebrity Politics Sports Lifestyle Local International

Start of the Day 35 14 29 20 22 53 35

Morning Commute 16 9 17 9 14 21 13

Lunch 16 21 14 12 27 16 12

Evening Commute 13 11 15 9 8 18 11

After Dinner Late Evening 24 23 41 27 21 40 33 14 17 25 23 13 23 21

Bedtime 5 11 8 9 6 11 6

Weekends 18 31 18 44 26 12 15
6

2013 MWW GROUP, ALL RIGHTS RESERVED | WHITEPAPER | WInTER 2013

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 Best Type of News Best Device Local Televisions

Morning Commute Local Radio

Lunch Lifestyle Smartphone

Evening Commute Local Radio

After Dinner Best Type of News Best Device Politics Television

Late Evening Politics Television

Bedtime Celebrity Television

Weekends Sports Smartphone/Tablet

2013 MWW GROUP, ALL RIGHTS RESERVED | WHITEPAPER | WInTER 2013

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.

2013 MWW GROUP, ALL RIGHTS RESERVED | WHITEPAPER | WInTER 2013

For more inFormation, please contact:


Executive Vice President, Technology and Digital Content 212.827.3745 | ecohen@mww.com

Ephraim Cohen

Doug OReilly MWW

Vice President, Director of Insights 646.351.8109 | doreilly@mww.com

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

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2013 MWW GROUP, ALL RIGHTS RESERVED | WHITEPAPER | WInTER 2013