In November 2012, BBC World News and bbc.com completed an extensive global research study into how people consume news content and the multiple screens they use to do so.
The survey, the first of its kind into global news habits, questioned 3,610 people in the top 20% income bracket across nine markets. It investigated their attitude towards the news, their viewing habits and how they consume advertising.
The findings offer compelling insight into the rapidly evolving world of screens, the relationship between the devices and consumer attitudes towards advertising.
The study revealed that:
- News is an addiction and is an integral part of consumers’ daily lives
- How this addiction is fed depends on factors including location, time of day and intention
- These drivers combine to form certain need states, which then determine the screen(s) on which news is consumed.
- Each device has a distinct part to play in the news environment and the consumer expects to engage with brand advertising across all screens.
What does this mean for advertisers? Download the booklet below to get a snapshot of the consumer's ‘always on’ approach to news.