For eBusiness & Channel Strategy Professionals (Length: 16 pages)

October 23, 2008

What US Online Consumers Want From News Web Sites

by Sarah Rotman Epps, Elizabeth Stark

with Carrie Johnson, Kate van Geldern

Executive Summary (This is a document excerpt)

Local and national TV stations, newspapers, and radio stations still have core audiences for local and national news, sports, and entertainment, but they've failed to fully transport those audiences to their online channels. Examining the needs and interests of different generations illuminates how news has changed and how it needs to evolve further. Gen Yers care a lot less than Seniors about the quality of the news they consume and are more interested than older generations in interactivity and engaging visuals. Gen Y leads the demand for videos, customization, interactive tools, and community features on news Web sites, and media eBusiness executives have their work cut out for them to make their news experience relevant to Gen Y and future generations of news consumers.

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