Where people get information about local news varies by age, but don’t assume one type of communication will work for each age group. Reviewing CFM research results for several clients shows that regardless of age, people use a variety of media sources to get information.
Assumption 1: Newspaper readership is for an older market.
Newspaper readership does increase with age. People age 55 years and older (84%) are more likely to read the newspaper than those under age 55 (63%), but a significant portion of all age groups still read the newspaper, including those age 18 to 34 (52%). When it comes to local news, newspapers are still top dog.
Assumption 2: Digital communication is for the younger market
Getting news online declines with age, but older residents are not computer illiterate. Websites and other online media are among the most important information sources for those age 18 to 34 year (53%), but one in four of those Medicare eligible go online for news.
Perhaps this puts digital media into perspective. Apple was founded in 1976. If you were age 30 and bought one of the first Apple computers, you would be 67 years old today. A lot of time to get computer savvy.