BREAKING NEWS & VIEWS
Gather and Share: The New News Consumption
Friday, May 28, 2010
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.
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