People no longer sit in front of the television and wait for the evening news to broadcast on their preferred station. Sure, nightly recaps of the day’s events still play on most networks, but Americans get the majority of their news online. In fact, the internet offers a real-time view of what’s going on in the world, as users can interact with written website content, social media content and short, video highlights.
According to Ask Your Target Market Research, 37 percent of Americans said they viewed less cable TV news today than they did five years ago. The data indicates that U.S. adults use other outlets to keep up with timely news coverage.
The research also suggests brands that publish industry news can build a loyal following, as 39 percent of Americans read online news every day, compared to only 25 percent who watch cable TV news daily. In addition, more than half of the U.S. internet audience surveyed views news video content online. Forty-five percent watch short highlights, 19 percent stream news coverage on their computers and 14 percent watch full broadcasts.
Mojiva provided insights into how Americans access news from their mobile devices – 42 percent of U.S. smartphone owners and 40 percent of tablet users consider their devices primary news sources.
At one point, consumers may have depended on national TV for news, even for coverage of niche, industry-specific events. However, Americans have transitioned their research and curiosity to the web, and brands can capitalize by publishing relevant news content to their websites.
For companies that want to show they’re at the pulse of their sectors, publishing news content about events and trends in their industries can attract a wider audience, and help organizations make their websites active hubs for people to rely on daily for the latest news.