Generation Y and news: fun-seeking versus traditional. Vicky Franssen. Media Expertise Centre also starring: Annet Daems & Frank Hellemans

Size: px

Start display at page:

Download "Generation Y and news: fun-seeking versus traditional. Vicky Franssen. Media Expertise Centre also starring: Annet Daems & Frank Hellemans"

Louise Thomas
5 years ago
Views:

1 Generation Y and news: fun-seeking versus traditional Vicky Franssen Media Expertise Centre also starring: Annet Daems & Frank Hellemans

2 Generation Y and news Questions of research How and to what extent do youngsters consume (traditional) news? How and to what extent do they consume their/new web 2.0 media? Are they interactive in their media use and do they participate in UGC?

3 Generation Y and news Questions of research What is their level of seeding behavior: sharing / sending / generating comment / making content on their own? Do they actually differ (a lot) from the adults? Youth = Y-generation versus Adults = X-generation?

4 Conclusions Questionnaire Focus of this speech

5 Respondents Y or youth between 15-26: N=149 X or adults between 30-50: N=171

6 Personalia respondents Personalia Y (youth) 48,3% men; 51,7% women Average age: 18,52 years Minimum 15 years and maximum 26 years ASO (general) 52% TSO (technical) 29% BSO/KSO/DO (vocational, art, parttime) 17,5%

7 Personalia respondents Personalia X (adults) 47,4% men; 52,6% women Average age: 42,36 yr (30-50 yr) ASO (general) 51,5% TSO (technical) 37% == Y > Y BSO/KSO (vocational & art) 10% Consultation pattern in general vs for news Participation degree and attitudes towards UGC (for news) < Y

8 1= never 2= a few times a year 3= a few times a month 4= a few times a week 5= 1-30 minutes a day 6= minutes a day 7= 1-2 hour a day 8= > 2 hours a day Time spent on MEDIA Y General News X General News Mean Mean Mean Mean Internet 6,76 4,18 Tv 6,61 5,52 Tv 6,26 4,58 Radio 6,23 5,12 GSM 5,92 1,74 Internet 5,82 4,41 Radio 5,22 3,86 GSM 4,41 1,57 Magazine 3,43 2,66 Magazine 3,54 2,86 Paper to pay 3,04 3,06 Paper to pay 3,48 3,47 Paper free 2,93 2,94 Paper free 3,11 2,86 Teletext 2,63 2,06 teletext 2,41 2,04

9 Y General News X General News Mean Mean Mean Mean MSN 5,45 <2 Mail 5,26 2,91 Google 5,12 2,89 Google 4,80 3,15 Mail 4,74 2,73 Websites 3,99 2,63 Websites 4,34 2,57 Newssites 3,65 3,48 YouTube 4,12 <2 Facebook 2,68 <2 Facebook 3,87 <2 YouTube 2,48 <2 Games 3,42 - MSN 2,20 <2 Newssites 3,42 3,03 wikipedia 2,10 <2 Netlog 3,32 <2 Games Wikipedia 3,08 <2 BlogForum Toledo 2,67 <2 Toledo BlogForum 2,62 <2 LinkedIn MySpace <2 <2 Youth sites Youth sites <2 <2 RSS RSS <2 <2 Netlog LinkedIn <2 <2 MySpace <2 <2 <2 <2 <2 <2 <2 <2 1= never 2= <2 a few times a year <2 3= a few times a month 4= <2 a few times a week <2 5= 1-30 minutes a day 6= < minutes a <2 day 7= 1-2 hour a day 8= > 2 hours a day <2 <2

10 Attitudes toward news LIKERTSCALE (5-point scale) Mean Y Mean X I follow the news 3,56 4,27 I talk about the news with family/friends 2,73 3,44 I consider the current newsoffer at a good level 3,66 3,64

11 Interest for newstopics Y (youth) Mean National 3,61 International 3,44 Regional 3,32 Youth 2,98 Trends & styles 2,95 Sports 2,90 Showbizz 2,90 It gadgets 2,85 Faits divers 2,83 Cultural 2,75 Economics 2,68 Politics 2,35 X (adults) Mean National 4,16 Regional 3,95 International 3,85 Economics 3,23 Politics 3,17 Youth 3,04 Cultural 3,01 Sports 2,88 Trends & style 2,83 Faits divers 2,77 Showbizz 2,70 IT gadgets 2,63

12 Degree of participation on web 2.0 applications Y / X Video Photo Message News Watch stranger 2,87 / 2,21 2,90 / 1,99 2,34 / 1,76 2,20 / 2,10 Watch friend 3,32 / 2,24 4,03 / 2,66 3,25 / 2,22 2,54 / 2,05 Comment stranger 1,93 / 1,19 2,01 / 1,24 1,88 / 1,36 1,56 / 1,27 Comment friend 2,40 / 1,52 3,29 / 1,92 2,84 / 1,95 1,89 / 1,27 Comment journalist ,54 / 1,34 Post / Generate 2,08 / 1,27 3, 58 / 1,98 2,78 / 1,92 1,63 / 1,38 Get news redirected (send/share) Forward news (send/share) 2,17 / 2,01 1,84 / 1,77

13 I m willing to comment a news item I m willing to comment a news item Y X If I could make a difference to something or someone 3,28 2,93 If it concerned something from my own (physical of emotional) area /environment 3,20 2,60 If I have the time and feel like it 3,11 2,54 If I was an expert on the subject 3,01 2,61 if I could make a well-argued comment 3,01 2,51 If I had substantial/substantive content to add 3,00 2,60 Top 6 Y == top 6 X (16 given arguments) Averages Y >> X 4 arguments INFORMATIVE ADVANTAGE

14 If I would post a comment, I would do so because If I would post a comment, I would do so because Y X I could help someone 3,27 3,08 It is important that others hear another opinion 2,82 2,51 I can share my opinion / vision 2,94 2,49 I get angry about the shortsightedness of others - 2,48 I can express my sympathy or envy toward others 2,78 - I can inform others who may know less about the subject 2,63 2,41 I like to discuss with others 2,88 2,41 Top 6 of 17 given arguments: Y >> X All FUN arguments I like to write, just for the fun < 2 Always INFORMATIONAL / EMOTIONAL contribution

15 I think that comments of laymen/users on newsitems I think that comments of laymen/users on newsitems Y X Are only interesting if they know something about the subject 3,29 3,44 Should make clear that it comes from laymen/users 3,26 3,23 Often offer extra information and referrals 2,92 2,81 Should be read by a supervisor / gatekeeper / journalist before they are published 2,78 - May be anonymous 2,76 - Often are valuable: give other visions / opinions / emotions 2,76 2,72 Often are off-topic - 2,74 Are too often full of typo s Top 6 of 16 given arguments: Y X Top 2: if knows something about + clarity/honesty Y: parameters / conditions X: see disadvantages / are more annoyed with - 2,72

16 Newsitems (not just comment) Newsitems (not just comment) Y X Should only be made by professional journalists, always and anywhere Should only be made by professional journalists and only on official newschannels or sites Should always be selected by a supervisor / gatekeeper on importance before publication Could be made by laymen / users, but should be supervised and corrected by a journalist for indecent language Could be made by laymen / users, but should be supervised and corrected by a journalist for typo s 3,22 3,40 3,20 3,58 2,90 3,16 2,87 3,00 2,81 2,94 Exact same top 5 / 10 Higher scores on being more restrictive than being tolerant: all liberal attitudes lower scores

17 UGC for news will bring us UGC for news will bring us N Mean Unreliable news 3,30 3,54 Meaningless news 3,12 3,42 Abundant proportions of news 3,00 3,64 Low quality 2,95 3,31 Spectacular / disaster tourism 2,82 3,54 Exact same top 5 / 9 All postive outcomes were scored lower (example: can bbe helpfull fot journalists to remain critical/ alert, make contribution to,

18 I make no news (UGC) because I make no news (UGC) because Y X I feel no urge or need to do so 3,57 3,64 I have no time 3,47 3,87 I m not a journalist nor feel like one 3,40 3,71 I m against UGC for news 2,94 3,32 I have no substantial / newsworthy contribution to make 2,67 2,74 Exact same top 5 /13 They actually are not the prosumers of web 2.0 apps for news Stay critical!!! TRADITIONAL FOR NEWS

19 Conclusions

20 Y Consume less news, but this with age Y Distinct fun and serious business Other pattern for fun and news Prosumers of web 2.0 for fun and communication, not for news and serious business Same attitudes towards UGC for news as X Same attitudes towards news itself as X

21 If they do nt talk about the news with friends/family offline why seeding online? Not as much less news, but other news and other manner of consulting it (~focus) Facts are important, knowing it is enough More society relevant matters, no more accidents or incidents concerning only a smaal number of people

22 News has a limited expiration date: not too much the same or it gets boring They want a mentor who tells them in a wikipedia-like way what s important, to stay informed Summary s at sundays (like telenovelles LouisLouise, David, Sara)

23 They want clarity and structure above all No place for news on private or fun apps Unless Pull instead of Push No humor for hard or serious news Showbizz, Faits Divers,... == sidebar news If opinions: make clear that it are just opinions

24 Authenticity == trust They trust official newschannels Have less confidence in UGC Want gatekeepers/supervision with UGC for news

Introduction to using social media

Introduction to using social media M&A International Inc. Fall Conference Istanbul 7 9 October 2010 Melanie Berthelot-Verhaeghe Agenda What is social media? Should we care? What is out there? Is this stuff