A new study explores the news habits of Millennials and identifies four distinct groups of news consumers. The study, a deeper analysis of a survey conducted earlier in 2015 by the Media Insight Project, finds that as it relates to their information use and the way they consume information about different topics, adults age 18 to 34 are not a monolithic group. The survey results identify the following groups of Millennials who share certain characteristics in their information consumption: the Unattached, the Explorers, the Distracted, and the Activists. The Media Insight Project is a collaboration between the American Press Institute and The Associated Press-NORC Center for Public Affairs Research.
"This study identifies truly distinct characteristics that typify each group of news consumers and identifies challenges and opportunities for news publishers attempting to reach the Millennial audience," said Trevor Tompson, director of The AP-NORC Center. "Clearly they are not a single group."
Some of the key characteristics of each group include:
"The study provides key insights as well as concrete recommendations for publishers wishing to reach Millennials," said Tom Rosenstiel, executive director of the American Press Institute. "The opportunity lies in recognizing that the Millennial generation is as nuanced as any other and that content creators need to reach different types of Millennials in different ways, and reach them where they are already consuming information."
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Materials provided by NORC at the University of Chicago. Note: Content may be edited for style and length.
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