News Consumption and Social Media Use in Nova Scotia

News Consumption and Social Media Use in Nova Scotia

BizComm 2014

May 29, 2014

PRESENTATION OVERVIEW

1. Methodology2. News Consumption3. Social Media Use4. News and Social Media5. Discussion

METHODOLOGY

• Sample drawn from an online research panel• May 2-17, 2014• Sample size = 700• Survey of online Nova Scotians

NEWS CONSUMPTION (ABOUT CURRENT EVENTS)

Desktop/laptop

Radio

Local TV News

National TV News

CDN Cable TV News

Newspapers (print)

Mobile device

Magazines (print)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

55%

48%

56%

45%

31%

39%

36%

12%

33%

35%

22%

26%

36%

22%

18%

28%

OftenSometimes

NEWS CONSUMPTION PROFILES (% WHO “OFTEN” GET NEWS ABOUT CURRENT EVENTS)

F

M

46

63

<3535-4445-5455-64

65+

4872

535154

F

M

51

45

<3535-4445-5455-64

65+

244746

6368

HS<

Coll

Uni

46

55

60

HS<

Coll

Uni

46

50

48

F

M

58

54

<3535-4445-5455-64

65+

2741

518484

HS<

Coll

Uni

63

55

53

Desktop/Laptop Radio Local TV News

NEWS CONSUMPTION PROFILES (% WHO “OFTEN” GET NEWS ABOUT CURRENT EVENTS)

F

M

47

42

<3535-4445-5455-64

65+

2223

307676

F

M

30

31

<3535-4445-5455-64

65+

1128

2550

44

HS<

Coll

Uni

47

44

45

HS<

Coll

Uni

39

25

31

F

M

38

41

<3535-4445-5455-64

65+

1217

4060

71

HS<

Coll

Uni

43

33

44

National TV News Cable TV News Newspaper

NEWS CONSUMPTION PROFILES (% WHO “OFTEN” GET NEWS ABOUT CURRENT EVENTS)

F

M

38

34

<3535-4445-5455-64

65+

5553

3223

17

F

M

13

12

<3535-4445-5455-64

65+

63

919

24

HS<

Coll

Uni

19

38

45

HS<

Coll

Uni

9

13

15

Mobile Device Magazines

DO YOU USE…?

74%

21%

21%

25%

9%23%

64%

USER PROFILES (% USING EACH PLATFORM)

F

M

78

71

<3535-4445-5455-64

65+

887776

6860

F

M

61

68

<3535-4445-5455-64

65+

827173

5041

HS<

Coll

Uni

36

22

25

HS<

Coll

Uni

51

62

68

F

M

22

27

<3535-4445-5455-64

65+

292626

2020

HS<

Coll

Uni

13

16

40

USER PROFILES (% USING EACH PLATFORM)

F

M

21

25

<3535-4445-5455-64

65+

222220

2823

F

M

20

23

<3535-4445-5455-64

65+

4025

2012

5

HS<

Coll

Uni

20

21

22

HS<

Coll

Uni

17

19

21

F

M

30

11

<3535-4445-5455-64

65+

312527

136

HS<

Coll

Uni

12

13

23

USER PROFILES (% USING EACH PLATFORM)

F

M

10

8

<3535-4445-5455-64

65+

2211

712

HS<

Coll

Uni

6

6

12

USE AT LEAST ONCE PER DAY

0% 10% 20% 30% 40% 50% 60% 70% 80%

62%

24%

9%

8%

7%

6%

5%

FACEBOOK VS. TWITTER USERS

How long ago did you join?

Less than a year ago

1-2 years ago 3-4 years ago 5 or more years ago

Don't know0%

10%

20%

30%

40%

50%

60%

4%

8%

30%

55%

3%

20%

43%

27%

8%

2%

FacebookTwitter

FACEBOOK VS. TWITTER USERS

How many friends/followers do you have?

0-49 50-99 100-199 200-399 400+ Don't know0%

10%

20%

30%

40%

50%

60%

70%

26%

13%

23%20%

13%

5%

61%

14% 13%

0% 1%

11%

FacebookTwitter

FACEBOOK VS. TWITTER USERS

On days when you use Facebook/Twitter, how much time do you spend using Facebook/Twitter?

Less than 30 minutes

30 minutes to an hour

1-4 Hours Four or more hours

Don't know0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

39%

23%

31%

4% 2%

77%

10% 9%3% 1%

FacebookTwitter

DO YOU GET NEWS ON…?

0% 10% 20% 30% 40% 50% 60% 70% 80%

49%

19%

15%

8%

8%

2%

2%

• To see what your family/friends are up to: 63%• To see photos/videos from family/friends: 54%• To chat/message friends/family: 43%• To share your photos/videos: 24%• To get news about events/issues: 24%• To play games: 13%• To post personal updates: 12%

“MAJOR” REASONS FOR USING FACEBOOK

SITE ENGAGEMENT BY REFERRAL

REASONS FOR CLICKING NEWS LINKS

• I had been following the story: 50%• Story seemed funny or entertaining: 39%• Story was surprising or unexpected: 37%• A friend recommended the story: 31%• Story published by news organization I prefer: 24%• Story had a lot of comments/likes/favourites: 10%

DO YOU SHARE NEWS ON…?

0% 10% 20% 30% 40% 50% 60% 70% 80%

34%

9%

8%

4%

3%

2%

1%

DOES IT BOTHER YOU WHEN FRIENDS/FAMILY…?

• Share very personal info: 69%• Brag or complain about their life: 61%• Post many times a day: 43%• Post political statements: 25%• Post inspirational sayings: 19%• Post pictures of children/pets: 9%• Post opinions about news stories: 8%• Post news stories: 4%