Youngsters Value Traditional Media
Young people perceive traditional media as more accurate, trustworthy and reliable than new media, but many get most of their news and information from family and friends.
This is according to new research conducted by D-code for the World Association of Newspapers (WAN).
Robert Barnard, founder and partner of the Canada-based research consultancy D-code, which conducted 10 focus groups of young people in 10 countries, said: “Most participants still value more traditional media sources and formats, because they are perceived as being more accurate, reliable and trustworthy.
The findings will be used to guide the next phase of Youth Media DNA, a quantitative study in which 1,000 youths between 15 and 29 years-old will be surveyed in every country that participates in the study.
D-Code recruited 100 young people, 15 to 24 years-old, in Colombia, Japan, the Philippines, Lebanon, Serbia, Spain, Sweden, United States and United Kingdom, to document their media habits and discuss their attitudes towards news and newspaper readership. This was done through one-on-one long interviews, on-line discussions, and media diaries.
Speaking at WAN’s 60th World Newspaper Congress in Cape Town yesterday, Barnard said: “Feedback from participants in this phase listed ‘discussion with friends’ as a top source for news and information, sometimes ranking higher than TV or newspapers. In particular, social networks appear to be key in spreading entertainment news for most young people.
“Young participants said that usage of new media (ie, computers, mobile phones, the internet, and MP3 players) is increasingly taking up time participants would have spent with traditional media, though this time is obviously restricted in countries where the digital divide remains a strong barrier.
“Despite this, many participants say they would like to spend more time with newspapers and other traditional sources of information.”
He added: “Contrary to stereotype, many young participants remained respectful of traditional information sources and few dismiss them as obsolete.”
World Association of Newspapers: www.wan-press.org