Tuesday, February 28, 2006

The Younger You Are, The Less You Use Radio For News

Study highlights: (click to see crosstabs of the data)

Matures (those 59 years of age and older) are most likely to rely on more traditional media outlets for information, with at least eight in 10 Matures saying they watch local broadcast news (88%), watch network broadcast or cable news (88%), or read a local daily newspaper (80%) several times a week or daily.

Baby boomers (those 40 to 58 years of age) use the most varied types of media, with at least one in five boomers using each medium examined several times a week or daily. Along with Matures, Baby Boomers are most likely to watch both local and broadcast or cable television newscasts (83% and 74%, respectively), read local daily newspapers (66%), and listen to radio newscasts (64%) and talk radio (40%). Boomers and Gen Xers (those 28 to 39 years of age) are most likely to go online for news (68% and 70%, respectively).

Generation Xers are most likely to get their news several times a week or daily from local broadcast stations (69%) or online sources (68%).

Echo boomers (those 18 to 27 years of age) are the least frequent users of media, with only about half or less getting information several times a week or daily from each of the media types measured.

These are the results of a nationwide Harris Poll of 2,985 U.S. adults surveyed online between January 12 and 17, 2006 by Harris Interactive®.

While broadcast television news appears to be the most popular medium sought, many adults also get their news several times a week or daily by going online to get news (64%), reading a local daily newspaper (63%), listening to radio news broadcasts (54%), listening to talk radio stations (37%), listening to satellite news programming (19%), and reading a national newspaper (18%).

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