---
title: "Online News Audience"
description: "Pew Internet, Pew Research, and McKinsey analysts all come to similar conclusions: the online news space is active and ripe for innovation."
date: "2007-08-27"
authors:
  - name: "Susannah Fox"
    job_title: "Former Researcher"
    link: "https://www.pewresearch.org/staff/susannah-fox/"
url: "https://www.pewresearch.org/internet/2007/08/27/online-news-audience/"
categories:
  - "Digital News Landscape"
  - "Election News"
  - "Election News"
  - "News Media Trends"
  - "News Platforms & Sources"
---

# Online News Audience

McKinsey & Company's [online journal](http://www.mckinseyquarterly.com/home.aspx) for August 2007 contains an article entitled ["What consumers want from online news"](http://www.mckinseyquarterly.com/What_consumers_want_from_online_news_abstract) which identifies "citizen readers," "news lovers," "digital cynics," and other audience segments. It reminded me of our work segmenting the [political news audience](https://www.pewresearch.org/internet/PPF/r/199/report_display.asp) and how different [election newshounds](https://www.pewresearch.org/internet/PPF/r/202/report_display.asp) describe their preferences for newspaper, TV, or online news. Our colleagues at the Pew Research Center for the People & the Press also recently published data on the same topic, finding that the [internet news audience is highly critical] of mainstream news outlets.