JUNE 22, 2015

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Reuters Institute: More Americans Now Get News Online Than Do From Television

The Reuters Institute for the Study of Journalism studied the digital news habits of more than 20,000 people in 12 countries, including the United States. The 2015 Digital News Report found that digital has become the predominant source of news consumption in many countries, including the United States. 43% of Americans say online is their main source of news compared to the 40% who say television serves as their main source of news. As might be expected, younger news consumers are more likely to use online and social media sources, while older news consumers are more likely to use print and television. However, while news consumers might be migrating to greater online consumption, they still feel that news on television is most accurate and reliable. In regards to social media, consumers get news from both Facebook and Twitter, but are more likely to be actively seeking out news while using Twitter. Conversely, Facebook users are more likely to be exposed to news while using the social platform for other reasons. According to Reuters' survey, 35% of digital news consumption starts via social media.


So what?

Like last year's report, Reuters' annual survey is very comprehensive and includes many useful insights about news consumption in countries outside of the United States. Digital and social media represent the native ways to consume news for younger Americans. However, there is some nuance to how news should be presented via social media. Twitter might be a better distribution point for hard news as users expect a news experience within the platform, whereas Facebook might work better for more lighthearted news.

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Millennial Dads Are Equal Partners in Parenting

Millennial dads (aged 18-34 who are expecting or have a child under the age of 6) are involved in the day-to-day raising of children more than any generation before them. According to the Pew Research Center, millennial men have nearly tripled the amount of time spent with their children since 1965 and an analysis of U.S. Census Bureau data finds that the number of stay-at-home dads has nearly doubled over the past two decades. These dads are also striving for perfection - 88% of millennial dads feel it’s at least somewhat important to be the perfect dad. In their pursuit of perfection, these dads are turning to the web (and their devices) for advice on everything from childcare to strollers. According to Babycenter, a site for parents expecting, seven in 10 millennial dads seek parenting information online and they’re finding the information in stolen moments throughout day and night usually via a smartphone. Google data demonstrates that searches for baby-related terms on mobile have grown 52% over last year. Video is proving to be the format of choice for these time-stressed dads. YouTube searches for parenting tips are up 62%; tips for baby health (+59%), product reviews (+55%) and pregnancy/baby development (+46%) all have also significantly increased. 

So what?

This cultural shift represents an expanding audience for content providers and marketers. According to Google, these stolen moments when millennial dads are seeking guidance fit into four categories: I want to know, I want to go, I want to do and I want to buy. Millennial dads are taking part in and influencing everything from basic household shopping to consumer electronics and financial services. Brands that embrace these micro-moments have the opportunity to win over the hearts, minds and most importantly, the loyalties of millennial dads.

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Quick Takes
Smartphone Users Spend 37 Hours Each Month Using Apps

Source: Nielsen, Statista.com
Preliminary Data Indicates that Birth Rate Increased Last Year for the First Time Since Recession

Source: National Center for Health Statistics, Pew Research Center
Condé Nast
Feedback, questions, ideas for future issues? Please contact:

Phil Paparella
Condé Nast Research & Insights | Associate Director
1166 6th Avenue, 14th fl. | NY, NY 10036 | office 212.790.6044 | philip_paparella@condenast.com

Tamar Rimmon | Senior Manager, Digital Analytics
Robyn Hightower | Manager, Research & Insights