the real world in real time™ tomorrow’s news 2020 · turn to news brands first for ‘trusted...

THE REAL WORLD IN REAL TIME™ TOMORROW’S NEWS 2020

THE REAL WORLD IN REAL TIME™

Tomorrow’s News is Reuters proprietary survey. 2020 marks the

fourth annual edition conducted among 1,700 Reuters.com

professionals exploring news consumption, content interests and

the influence of technology on news consumer behaviour.

What is Tomorrow’s News?

Why Tomorrow’s News?

• Unearths the value of news brands in the news media mix and the continued demand for trusted and impartial content

• Provides a deeper level of insights on areas not covered by syndicated surveys on how Reuters users consume and interact with news and content

• Highlights the benefits of advertisers aligning with trusted news brands

• Explores how other less traditional news platforms such as podcasts, events and social media can add to and enhance the more traditional news website/app experience

• Provides insights into the impact of technology on changing news and content consumption to help media executives plan for the future

THE REAL WORLD IN REAL TIME™THE REAL WORLD IN REAL TIME™

Our approach

• Global online survey among over 1,700 Reuters.com professionals

• Survey used database of users registered with Reuters.com and ad units with survey link on Reuters sites

• English and Japanese questionnaire versions

• Regional data weighted equally across regions to produce global average data (APAC, EMEA, US)

• Fielded: December 2019 to January 2020



Emerging themes

This year’s study surfaced new insights and strong sentiments for audiences under the age of 25 and 35 – the change makers, innovators and business leaders of tomorrow!

Emerging themes for the broader audience:

• News brands and quality journalism are highly valued

• News consumption continues to grow – driven by mobile and AI

• Social media has a place, but lacks trust

• News brands are more trusted than other news sources

• Brands can benefit from partnering with a trusted news brand

• Demand for in-depth content, but story-telling is important

• Rise of tech and innovation content

• Data security remains an issue, but less so among younger generations


Tomorrow’s News audience profile

Male/Female 75%/25%Mean personal income $132K per annum$100K+ 46%Mean age 48Director+ 30%

Top decision-making areas:IT 63%Management consultancy 54%Marketing/advertising 53%Finance 51%

Work in:Finance 17%IT 13%Media/marketing 12%Manufacturing 9%


Trust and quality

The importance of news brands

58%‘Mobile is increasing my consumption of news’

62% age <35 YO, 65% <25 YO

50%‘My news consumption will

continue to grow’

Top online sources used for news

ONLY

13% age <35 YO, 9% <25 YO

32%

41% 44%51%

85%

Social media Email newsletters or alerts

Search engines News aggregators News brand websites/apps ‘News brands will disappear.’

(87% think they’re here to stay)

13%

55% age <35 YO, 57% <25 YO



The value of trust

87%Turn to news brands first for ‘trusted content in a trusted

environment.’

‘I have a more favorable opinion of a brand if it appears on a trusted news

site.’

72%Selected ‘trusted and intelligent content’ as a factor that makes a

news brand appealing.

57%64%‘the advertisers I see on a trusted news website can influence my

opinion of the news brand.’

82%‘a news brand is a mark of

quality on a story.’

75%Turn to online news brands first to

‘obtain opinions from respected journalists.’

Unlocking the elements of trust

5%

8%

24%

32%

39%

39%

72%

81%

Presentation/design

Ease of navigation

Conciseness/to the point

Well known/reputable news brand

Transparancy

Completeness

Balanced/impartial

Accuracy

What makes a news story trustworthy?

95%


Declining confidence in data security?

51%‘I am willing to share data with companies in

exchange for a better online experience’

53% age <35 YO, 59% <25 YO

59%‘I am willing to share online data

with companies I trust’

94%‘I should have the right to view, limit or erase personal information that

businesses collect’

58% age <35 YO, 63% <25 YO 95% age <35 YO, 96% <25 YO



Content appeal


What makes content appealing?

42%

40%

40%

37%

34%

32%

31%

29%

29%

28%

24%

23%

22%

Helps me in my day-to-day work

Gives me access to exclusive/unique information

Helps me with my professional/career development

Provides new and relevant information on my area of expertise

Provides new and relevant information on my sector

Gives me access to expert opinions and thought leadership

Gives me a competitive edge at work

Helps me better manage my personal and work-related finances

Helps me with business development/strategy work

Helps me grow my business and make more money

Gives me access to exclusive company/competitive insights

Helps me decide which organisations to invest in

I can use to verify content from other sources


81% 79% 76%71% 70% 67%

60%

74%

54%

41% 39% 39%32% 31% 29% 27%

22% 20%

Non-news related content

Technology and innovation top non-news content consumption

News content



AI is increasing the influence on the consumption of news

75%

77%

82%

85%

86%

87%

Sensors and geo-targeting

Internet of things

Computer generated content

Mobile-app development

Artificial Intelligence

Power of mobile devices

54%

54%

55%

58%

61%

61%

Wearable technologies

Virtual reality

Voice assistants

Augmented reality

Robotics

Virtual news reader

‘Virtual News Reader’ continues to increase in importance as advanced tech (particularly in China) fuels the

growth of the AI news anchor

Robotics, voice, wearable tech, VR & AR reach

Innovation stagnation

of <35 YO selected AI making it their #1 influential factor91%

Top tech innovations likely to influence news consumption in the future


The art of storytelling


17% 19% 22%29%

42% 42%49%

76%

89%Factors that make a news story attractive

Demand for depth and intelligence

The art of story telling

62% age <35 YO, 61% <25 YO

78% age <35 YO, 77% <25 YO

‘engaging story telling news content is important to me.’

57%

85%‘I prefer straight forward content in

an easy to digest format.’

46% age <35 YO, 50% <25 YO

Want easy to understand content in a news story – one of the top preferences

42%



Complementary platforms


The social media dichotomy

73%Turn to news brands for more

information or news verification, after seeing a story on social media.

83% age <35 YO, 80% <25 YO

84%‘fake news has made me doubt the reliability of news stories shared on

social media.’

69%Trust the content posted on social

media by ‘well-known publishers’ more than any other source.

77% age <35 YO, 80% <25 YO

83% age <35 YO, 83% <25 YO


46%‘social media complements my consumption

of news on other platforms.’

56% age <35 YO, 63% <25 YO

81% age <35 YO, 84% <25 YO

65%’social media is useful for

livestreaming events/experiences.’

78% age <35 YO, 80% <25 YO

66%‘social media provides news brands

with a platform to help them connect directly with their customers.’

57%‘social media enables me to

interact with others in a way that no other media can.’

71% age <35 YO, 77% <25 YO

The social media dichotomy


Demand for events

54%‘news brands should organize editorial

events that enable the consumer to meet journalists and photographers.’

61% age <35 YO, 66% <25 YO

68% age <35 YO, 76% <25 YO

53%‘events complement

articles and other content formats.’

74%Of those who feel news brands

should host these events, claim they would be interested in attending.

59% age <35 YO, 61% <25 YO

64%‘events are a great way for news brands and advertisers alike to

connect directly with consumers.’



The podcast opportunity

16%Use podcasts as a news source

51%Claim to have used podcasts

(for any content) in past 3 months.

64%‘podcasts are a great way to attract and engage people with specialist interests.’

69% age <35 YO, 69% <25 YO

61% age <35 YO, 59% <25 YO25% age <35 YO, 23% <25 YO


Summary


Trusted news brands – an essential consideration for advertisers

85%News brand websites/apps Top online source for news

87%Feel news brands are here to stay

82%‘A news brand is a mark of

quality on a story’

50%‘My news consumption will continue to grow’

87%Turn to news brands first for trusted content in a

trusted environment

‘Accurate’ or ‘Impartial’ as the top factors that define trusted

content

95%72%‘Trusted and intelligent content’ as a factor that makes a news

brand appealing

75%Turn to online news brands first to ‘obtain opinions from

respected journalists.’

64%‘I have a more favorable opinion of a brand if it

advertises on trusted news sites’

57%‘The advertisers I see on a trusted news website can

influence my opinion of the news brand’

Value of newsbrands

Driven by trustand quality

Advertiserbenefits

THE REAL WORLD IN REAL TIME™ TOMORROW’S NEWS 2020

the real world in real time™ tomorrow’s news 2020 · turn to news brands first for ‘trusted...

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