Younger consumers are more likely to use social media and aggregators. Older groups are more likely to access news sites directly. There are four models of access:
Other digital tactics include:
42% of U.S. digital subscribers have used one or more email newsletters in the last week (Reuters).
The Washington Post operates roughly 70 different newsletters, and notes that those subscribers consume 3x as much content as those who don’t receive their emails. By the way, have you checked out our newsletter?
Heavy news users are 2.5x more likely to use mobile alerts than casual news consumers (Reuters).
This is also favorable among younger adults, growing in popularity in recent years. Publishers are learning how to use alerts strategically, targeting readers individually with relevant content, often with the help of AI.