2 Nearly half of Gen Z news users (45%) in our combined sample come into first contact with news in the morning via the smartphone, with only 19% via TV and 5% via desktops/laptops. Across all markets, our survey data reveal that the smartphone is the main device used for accessing news for the vast majority of under 35s (69%).Īnother way of illustrating the primacy of smartphone news for young people is to look at data on their first contact with news on a typical day. They use them for communication, for media, for games, for dating – and for news. Our digital tracking in the US and UK shows that Gen Z and Gen Y spend a large part of their waking hours interacting with smartphones.
Primacy of the Smartphoneĭata from both the survey and the qualitative research emphasise what we have known for some time – that young people are highly reliant on their phones.
The sample was made up of young people with different news habits, from a range of socio-economic backgrounds. This study, conducted by market research agency Flamingo, was based on tracking the news behaviour of a strategic sample of 20 participants over two weeks in January/February 2019, followed by in-depth interviews with them and their friends. Throughout this section we will combine our survey data with detailed qualitative data collected from young people in the UK and the US. Gen Y, on the other hand, grew up at the turn of the millennium in a world without Facebook and YouTube. 1 The reason for this separation is that Gen Z are often thought of as digital natives with no memories of the pre-internet age. Here, we make a distinction between Generation Y (Gen Y) – often called millennials and represented in our sample by those aged 25–34 – and Generation Z (Gen Z), those born after the mid-1990s and aged 18–24. The problem for publishers is that this means that individual news brands tend to play a small role in young people’s lives. As such, much of their media use is on-demand and algorithmically curated/personalised. Our data highlight that young people are very reliant on mobile, and spend a lot of time with a range of different social networks. We explore the attitudes and behaviours that define the under 35s, and ask what kind of journalism or brand positioning might appeal to them. In this section we look at the news consumption of younger generations – a group that is of great interest to news publishers around the world, but also one they are finding it increasingly hard to reach.
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