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Gather and Share: The New News Consumption
Friday, May 28, 2010
Steve Smith

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The digital environment radically changes the way people consume and propagate news, according to a new survey by Gather.com. Of 1450 people surveyed, 49% now consider the Web their primary source of news. But each demographic demonstrates different news sharing habits. Among people aged 45 and older, 68% share news stories they see via email, while 54% of those under 45 use Facebook. Among those 24 and younger, however 90% use either Facebook or Twitter as the way they trade interesting news items with others.

Commenting on news stories has become an engrained habit. Eighty-two percent of adults have interacted with a news story on a site, and about the same number (83%) say they are comfortable commenting publicly on news sites.

Much of online news-gathering, however, is interest-based, in that 65% of respondents say they primarily read news stories that involve topics of interest to them. And more than a third of users go to search engines in order to find multiple perspectives on a story.

The results generally confirm publisher fears that online information gatherers have limited brand loyalty. According to Gather’s survey, 80% say they click on news stories from sources they don’t recognize. The search-driven information economy has effectively leveled the brand playing field and challenged the brand equity many publishers spent decades building.

If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com

COMMENTS
1.
Irony alert: When attempting to post a link of this article to Facebook, the URL that turns up is the introductory advertisement, not the article itself.
Posted by Rick Sincere on Friday, May 28, 2010 @ 03:03 PM
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