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

Media by the nuMbers: the changing landscape of the news consuMption cycle

© 2013 MWW GROUP, ALL RIGHTS RESERVED | WHITEPAPER | WInTER 2013 2

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 it’s likely to be shared.



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.

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.

Findings

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10

20

30

40

50

60

SOCIAL = NEWS DISTRIBUTION AND ENGAGEMENT

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

Email Newsletters

Email from friends and colleagues

LinkedIn News

Links from Facebook

RSS Twitter Visiting a news website

MorningMid-DayMid-Day57%

30%

38%

56%

37%

52%

29%

19%

25%

44%

35%

55%

32%

17%

27% 29%

22%

41%46%

31%

53%

And those channels can be used to engage people interested in a brand’s news

40%Interested

23%Somewhat Interested

10%Not Interested

27%Very Interested

Assume you see a positive or negative news relevant to a company or brand that plays a role in your life. How interested would you be in the opportunity to directly follow-up with that company to ask them about the news?


Assume you see positive or negative news relevant to a company or brand that plays a role in your life. How interested would you be in the opportunity to directly follow up with that company to ask them about the news?

40%interested

10%not interested

23%somewhat interested

27%Very interested

0

10

20

30

40

50

60

SOCIAL = NEWS DISTRIBUTION AND ENGAGEMENT


Email Newsletters

Email from friends and colleagues

LinkedIn News

Links from Facebook

RSS Twitter Visiting a news website

MorningMid-DayMid-Day57%

30%

38%

56%

37%

52%

29%

19%

25%

44%

35%

55%

32%

17%

27% 29%

22%

41%46%

31%

53%

And those channels can be used to engage people interested in a brand’s news

40%Interested

23%Somewhat Interested

10%Not Interested

27%Very Interested

Assume you see a positive or negative news relevant to a company or brand that plays a role in your life. How interested would you be in the opportunity to directly follow-up with that company to ask them about the news?

MorningMid-MorningMid-Day



WHAT DEvICES WE USE TO GET THE NEWS

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60

50

40

30

20

10

0Start of the Day

Morning Commute

Lunch EveningCommute

After Dinner

Late Evening

Bedtime Weekends

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

Start of the Day

Morning Commute

Lunch Evening Commute

After Dinner Late Evening

Bedtime Weekends

Laptop 39 10 32 9 40 34 19 39Smartphone 36 23 43 21 23 21 21 42Tablet 21 7 23 7 22 17 16 42Television 46 9 18 10 63 49 25 34Radio 27 55 15 47 7 4 5 17Print 33 8 17 4 14 8 3 42Desktop PC 39 11 30 11 32 24 12 33

Televisions (63%) and Laptops (32%) peak after dinner.



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50

40

30

20

10

0Start of the Day

Morning Commute


After Dinner

Late Evening

Bedtime Weekends

HOW WE GET OUR ONLINE NEWS

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.

Email newsletters (52%) and emails from friends and colleagues (48%) are most important in the morning.

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.

Start of the Day

Morning Commute


After Dinner Late Evening

Bedtime Weekends

Email Newsletters 52 10 30 8 21 15 8 20RSS 24 10 17 7 13 7 4 37Linkedin News 22 7 19 4 12 9 2 37Links from Facebook Friends 37 13 35 11 36 26 14 35Twitter 24 8 22 8 20 17 9 41Emails from Friends/Colleagues 48 11 37 9 33 26 9 28visiting a News Website 40 10 31 10 31 26 11 29



Our research shows that 40% of customers are interested in following a company’s news story once they’ve read about it, with 27% of these customers describing themselves as “very interested”, and an additional

News is only the start of engagement - people want to follow company news23% 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

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50

40

30

20

10

0

Start of the Day

Morning Commute


After Dinner

Late Evening

Bedtime Weekends

WHEN DO WE WANT DIFFERENT TYPES OF NEWS?

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.

Midday, people check in on Lifestyle (27%) and Celebrity (21%) news.

Local (53%), International (35%), Business (35%), and Politics (29%) news are more important in the morning.

Start of the Day

Morning Commute


After Dinner Late Evening Bedtime Weekends

Business 35 16 16 13 24 14 5 18Celebrity 14 9 21 11 23 17 11 31Politics 29 17 14 15 41 25 8 18Sports 20 9 12 9 27 23 9 44Lifestyle 22 14 27 8 21 13 6 26Local 53 21 16 18 40 23 11 12International 35 13 12 11 33 21 6 15

Politics (41%) peak after dinner.

Evenings & weekends consumers go heavier on Sports (44%), Celebrity (31%), and Lifestyle (26%).



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.

Best Type of News

Best Device

Local

Televisions

Local

Radio

Lifestyle

Smartphone

Local

Radio

Start of the Day Morning Commute Lunch Evening Commute

Best Type of News

Best Device

Politics

Television

Politics

Television

Celebrity

Television

Sports

Smartphone/Tablet

After Dinner Late Evening Bedtime Weekends



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:Ephraim Cohen Executive Vice President, Technology and Digital Content 212.827.3745 | [email protected]

Doug O’Reilly Vice President, Director of Insights 646.351.8109 | [email protected]

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

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media by the numbers: the changing landscape of the news consumption cycle

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