Lest you think millennials only watch news, think again. New findings from Pew Research show that only 38 percent of Americans ages 18 to 29 name video as their preferred way to get the news. In fact, 42 percent of that group prefer to get their news by reading it online in a text format. Folks older than 50 years prefer watching the news.
Source: NeimanLab, October 6, 2016.
These generational gaps in news consumption preferences join similar findings from back in July, when Pew reported that 54 percent of 18- to 29-year-olds said that they prefer to get their news online – significantly higher than, say, the 38 percent of those ages 30 to 49, or the 15 percent of those ages 50 to 64 who said the same.
INSIGHTS: This is further proof that no single tactic will reach all audiences all the time. Just as employees and customers include multiple age demographics, so too must our ways to communicate with them. Studies such as this one go a long way in determining the right mix of communications methods.