MAY 9, 2011

Where People Go, How They Get There and What Lures Them Away

Overall, the findings suggest that there is not one group of news consumers online but several, each of which behaves differently. These differences call for news organizations to develop separate strategies to serve and make money from each audience.

The findings also reveal that while search aggregators remain the most popular way users find news, the universe of referring sites is diverse. Social media is rapidly becoming a competing driver of traffic. And far from obsolete, home pages are usually the most popular page for most of the top news sites.

What users do with news content, the study also suggests, could significantly influence the economics of the news industry. Understanding not only what content users will want to consume but also what content they are likely to pass along may be a key to how stories are put together and even what stories get covered in the first place.

Read more at Pew Research Center

 

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