Content Marketing Blog

Gen Y goes online to access and create news

A recent study on media has uncovered a generational gap between young people and older people, according to the Australian Communications and Media Authority (ACMA).

The ACMA Digital Australians survey, which was released just a few days ago (October 20), examined the ways citizens engage with news and content providers.

It was found that the majority of respondents either listen to, or watch traditional forms of media such as the major television and radio broadcasts.

For example, an estimated 65 per cent of survey participants regularly watch free-to-air television and 69 per cent had viewed a broadcast television series in the past month.

But figures on online media usage are not far behind and young people in particular are taking to this new medium.

Online news providers are becoming increasingly popular as a source of reliable and accessible information.

More than half of all survey respondents reported visiting an online news provider and 52 per cent had viewed a news website, while 22 per cent of people accessed the news via a social networking site.

Young people, in particular those between the ages of 18 and 24 years, were identified as the group that was most likely to view online news.

They were also described as the "most active social networkers", accounting for 71 per cent of all media related activity generated on these sites.

However, those in the 55-plus group were more likely to search for fresh content on television and spent an estimated three hours per day watching programs.

The ACMA explained the dissimilar usage patterns as "generational differences" that had more to do with age than gender or occupation.

The ACMA commented: "Most participants saw the internet as an enormous repository of content that also created opportunities for new voices and different views, whereas traditional media was seen as offering little opportunity for users to contribute."

Posted by Aimee McBride