Young Adults Will Embrace Local News

New research shows that adults 18-30 are interested in local news if it's delivered on social networking sites. And, they add, a TV station would make an impression with them if it had a presence on those sites.
TVNewsCheck,

If television stations want to talk to young adults (ages 18-30), the welcome mat is out - on social media networks.

New research conducted by market research and consultation firm CJ&N Inc. in partnership with Brand Amplitude shows there is room for -- and interest in -- news and information where young adults spend much of their time: on Facebook, Twitter and similar social networks. More than a third of online adults are social networkers, and this research shows they have a need for local news and information.

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"It may surprise you that this group is very amenable to -- even encouraging of -- a local news organization being part of the social media mix," said CJ&N's Vice President of Research Mary Beth Marks.

In a series of online focus groups, young adults across the country indicated a strong interest in local information and said they would welcome the availability of that information on their turf -- social networking sites. Further, they said that a local television station would make an impression with them if it had a presence on those sites.

"They may not be loyal local television news viewers today, but they are certainly local information seekers," said John Altenbern, CJ&N president.

According to the study, how stations interact on social networks will determine how well they're accepted. In fact, if stations aren't careful, they may inflict damage to their brand among this group.

"It's very important for stations to do their homework and know what young adults want or they risk looking out of place," said Marks. "Respondents said that when organizations get on Facebook a lot of times it's like when your parents are trying to act cool, but they're not."

Yet even if stations execute a flawless social networking strategy, it may not necessarily increase television news viewing among this group -- at least not right away. Young adults say they are not likely to turn to a newscast anytime soon. The one exception is breaking news. They may first hear about a story on social networks, but will then turn to television as a trusted source to see coverage of breaking news.

"Right now, the benefit for local television stations is using these platforms to talk with an audience they may not otherwise be able to reach. It's an opportunity to build their brand by filling a need in a way this group is willing to accept," Altenbern says.

Findings are based on a series of online focus groups with adults ages 18-30 across the United States. Respondents included a mix of men and women, college students, those in the workforce and those with a young family. The groups were conducted earlier this month.

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Comments (4) -

Noozwatch Nickname posted over 3 years ago
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And by "breaking news" I'm sure the study isn't talking about a little overnight shooting that involves two drug dealers in a back alley somewhere! Until news directors learn that the lazy "all crime all the time" template doesn't work, they're never going to get young viewers.
Vincent Hunt posted over 3 years ago
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So Timely. I am so thankful for this article!! The above solidifies what many Social Media Enthusiast and Strategist have been saying for quite some time. We are living in a very different era, and it's imperative that we, as Media Providers adapt to the changing landscape. In the Information Age that we live in, the one that the Gen Y'ers were rasied in, it's about connectivity, sharing, and above all "caring" - AND IF we do not meet these basic needs, we could easily disconnect ourselves from a information ready generation. Vincent Hunt
Kevin Mirek posted over 3 years ago
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In appealing to these youngsters (teens and 18-24s) on Facebook, My Space, etc, should TV stations provide news about the resolution of new rules for credit default swaps and the build-up of U.S. military forces in Afghanistan, or should TV stations dig deeper for the penetrating features about BCBG's new clothing line and how to avoid infection when gauging one's ears? If the Internet wants more free content, let those sites hire news crews, invest in the equipment, and do it themselves. Teens and 18-24s spend way more time with TV than with the Internet (as even new studies today widely reported), and by the time these young viewers have any money with which to buy anything, they will not be looking for fashion and nonsense in their news. You are right about one thing; when there is a crisis like 911 or Katrina, young people go straight to the best instantaneous news coverage with the best video and the best reporting. They go directly to their TV sets. The Internet cannot handle that competition; they can only repeat it, badly.
Paul Sherno posted over 3 years ago
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Research is one thing, accepting it is another. Someone has to be the first to get into this sector in the correct way. That does not mean doing the same news with the same people on a different platform. It means re-thinking the editorial, presentational and directional objectives of content. Doing this you can regain an audience that is, for the time being lost and not interested in being found.

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