A survey measured media use among specific demographic groups and revealed a trend toward increased use of online sources for news and information among the college educated, Hispanics and those making more than $100K per year, compared with the general population.
Not surprisingly, the research also found that the younger the respondent, the more reliant that person was on online sources.
Key demographic differences:
- Respondents with household incomes of $100K or more receive considerably more news and information from online sources (23.1% vs. 14.6% for the general population).
- College grads report using online sources more frequently (20.0%).
- Adults ages 18-34 report the highest reliance on online sources (22.2%).
- Hispanics are more likely to prefer online sources (21.0%).
“The data showing an increase in online use and drop in daily newspaper consumption echoes what we’re hearing from consumers and media partners,”