This is part 2 of the results of our online news survey: 

Search

Most respondents only occasionally use search (only 15% scored a 4 or 5) to find news. Of those that do, 95% scored it OK to very good (3 to 5). Heavy news consumers were similar on this to other users.  Users that use search use it for a real mix of stuff – company specific, breaking stories, archive, alternative opinions, stuff not on their main news site etc. Thoughts: Looks like Google does an OK job here, let’s not compete with them J 

Blogs

56% of all news consumers read blogs occasionally to regularly (3 to 5), while 91% of heavy news consumers read them occasionally to regularly (64% regularly or very regularly). There is a real mix in the blogs that the respondents read with two respondents following in excess of 200 blogs. Respondents found the blogs they read primarily from friends. Another major source is from links from other blogs. Respondents follow blogs through either RSS readers or, to a lesser extent, email. They select posts to read by scanning the headlines and the heavy blog followers tend to skip a lot of the articles.

Thoughts: While blogs are increasing in importance mainstream news sites still have primacy for news. In naming their main news sources only 5 mentions were made of blogs compared with over a 100 of mainstream news sources. This reflects that blogs are strong for opinion and expertise, only a small minority of them break news stories (I’ve noticed that tech blogs starting to break more stories).  The way most respondents report finding blogs helps reinforce the importance of word of mouth as a means to getting new users. This will form a major element of the marketing strategy.  

News discovery, quality and tracking 

All news consumers: 

Heavy news consumers reported similar responses to all apart from regularity of finding all quality articles and gaining no new information from an article were 100% of respondents scored 3-5 for both questions.

Thoughts: Most news consumers do regularly search out high quality articles on topics, but it appears they tend to do it more on news sites rather than on Google. Abandonment of finding news articles was fairly low although a number of respondents reported frustration at the level of spam articles. Some very interesting results are the ones highlighted in bold. About 80% respondents report that occasionally (3) to very regularly (5) they experience negative bias, poor quality articles and poor linkages between articles and the underlying story. About 40-50% of respondents experience these five issues regularly to very regularly.

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Hi everyone,

I have now collated the results from the online news consumption survey that a lot of you kindly completed for us. I thought I would share the results with you. I have broken the results into three parts. Here is Part 1:

Part 1 – News consumption
In total we had 33 responses to the online news consumption survey. I have broken the respondents down into three groups according to their level of online news consumption:

Group Consumption per day Respondents

Light < 30 mins 12
Medium 30 – 59 mins 11
Heavy > 60 mins 10

Eight of the respondents where from North America. In general North American respondents followed different news sources (as would be expected) but also they were more likely to read blogs. In general there was a surprisingly high consensus in the answers to most questions (apart from interests).

Overall consumption
On average respondents spent about 42 minutes per day reading news online and checking it on average 4.3 times per day. Heavy news consumers checked 6.3 times per day on average.

Reasons for consumption
The top three reasons why respondents follow news were (all respondents):

For heavy news consumers the top three were:

Thoughts: I think it is very interesting that people have an intrinsic need for news, beyond mere enjoyment or some utilitarian purpose. The jobs of the respondents who need news do their job well were consultants, traders and journalists.

Interests

All news consumers:

Heavy news consumers:

Thoughts: This is obviously influenced by the unscientific way we’ve conducted this survey. However it does suggest that Tech, Biz, World and Politics should be our lead categories. I would expect Sport, Entertainment, Economics, General and Science to be our second tier categories.

Please do give your comments below. I will post the second part of the findings (Respondents current online news experience) on Monday.

Nigel

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