December 9, 2008

News To You

23%

About a quarter of news consumers are Integrators, mixing traditional and online sources of media.

As the audiences for traditional news sources declines, and online news has surged, many Americans, called Integrators (23%), are mixing old and new sources of media for their news. This sizable minority which gets news from both traditional sources and the internet, is typically a more engaged, sophisticated and a demographically sought-after audience. Net-Newsers (13%) are similar, but principally turn to the web for news, and largely eschew traditional sources. However the largest and oldest (median age: 52) segment of Americans remains Traditionalists (46%),who rarely go online for news. Another 14%, the Disengaged, stand out for their low levels of interest in news and news consumption. Read More