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A comparative analysis of online news consumption in Italy and US.Delivered at 10th Conference of the European Sociological AssociationRN18 - Politics and Media Politics in Europe8th September 2011, Geneva, Switzerland
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10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe
8th September 2011, Geneva, Switzerland
Lella [.] Mazzoli [@uniurb.it], Fabio [.] Giglietto [@uniurb.it]
Department of Communication Studies| LaRiCA | Università di Urbino Carlo Bo
UNDERSTANDING THE ONLINE NEWS CONSUMER. A COMPARATIVE STUDY BETWEEN ITALY AND UNITED STATES
10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe
8th September 2011, Geneva, Switzerland
Summary
• Survey background and methodology
• Main findings:
– The Basics (Internet Use, Social Network);
– The New Information Ecology;
– Online News Consumption;
– Participatory News Consumer.
• Conclusions
10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe
8th September 2011, Geneva, Switzerland
Survey background & methodology
Sou
rce
ISTA
T
58
32 34
37 40
44 49
0
10
20
30
40
50
60
70
80
90
100
1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 2010 2015
TV Radio Newspapers Books Internet
Percentage of Italians 6+ who watch television, listen to radio, use the Internet and 11+ who read newspapers and books
10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe
8th September 2011, Geneva, Switzerland
Survey background & methodology
• Italian data (University of Urbino)
– Findings based on nationally representative telephone surveys of Italian adults 18+ (N=1009);
– Interviews conducted between 10th December 2010 and 21th December 2010;
• US data (Pew Internet Project)
– Findings based on nationally representative telephone surveys of US adults 18+ (N=2259);
– Interviews conducted between 28th December 2009 and 19 January 2010;
10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe
8th September 2011, Geneva, Switzerland
The Basics Who’s online? The internet by age groups
94%
76%
50%
20%
90% 84%
70%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
18-29 30-49 50-64 65+
Italy US
58% 75%
10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe
8th September 2011, Geneva, Switzerland
The Basics
Percentage of Online Adults Who Use Social Media (SNS)
83%
62%
45%
37%
82%
64%
47%
28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
18-29 30-49 50-64 65+
Italy US
10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe
8th September 2011, Geneva, Switzerland
The «New» Information Ecology Adults who get news/info from multiple platforms on a typical day
US Italy
Platforms: Local/National TV, Radio Internet, Local/NationalNewspapers
10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe
8th September 2011, Geneva, Switzerland
The «New» Information Ecology Menu of choice for news on typical day
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Local TV News National TVNews
Print nationalnewspapers
Print localnewspapers
Radio
Italy US
10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe
8th September 2011, Geneva, Switzerland
The «New» Information Ecology Adults who use the internet to get news/info
US Italy
10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe
8th September 2011, Geneva, Switzerland
The «New» Information Ecology
0%
10%
20%
30%
40%
50%
60%
70%
80%
18-29 30-49 50-64 65+
Italy US
The young are least likely to follow the news all or most of the time
10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe
8th September 2011, Geneva, Switzerland
38%
59%
3%
Offline Only
Online & Offline
Online only
The Online News Consumer
49%
50%
1%
US Italy
10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe
8th September 2011, Geneva, Switzerland
The Online News Consumer
US Italy
56%
46%
38%
38%
30%
18%
Portal sites
TV news org site
Special topic site
Newspaper site
Indiv or Org on SNS
International News Org site
61%
53%
32%
21%
21%
19%
Most Popular Online News Sources
10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe
8th September 2011, Geneva, Switzerland
The Online News Consumer
US Italy Most Popular Online News Topics
80%
76%
72%
71%
58%
52%
41%
81%
73%
66%
64%
60%
58%
52%
Weather
National events
Health/Medicine
Business & Finance
Science & Technologies
Developments in your state/region
Sports
10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe
8th September 2011, Geneva, Switzerland
The Online News Consumer How many websites, if any, do you routinely rely on for news and
information?
63% 57%
0%
10%
20%
30%
40%
50%
60%
70%
one two to five six to ten 10+
Italy US
10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe
8th September 2011, Geneva, Switzerland
The Online News Consumer Adults who have a favorite online news source
US Italy
10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe
8th September 2011, Geneva, Switzerland
Participatory News Consumer Personal (1/2)
(Internet users who customized their home page to include news and information of particulat interest to them) US Italy
10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe
8th September 2011, Geneva, Switzerland
Participatory News Consumer Personal (2/2)
(Internet users who say that being able to customize content is something they look for in an online news site)
US Italy
10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe
8th September 2011, Geneva, Switzerland
Participatory News Consumer Social
(Internet users who get news and information through email or posts on social networking sites few times a week or more often)
US Italy
10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe
8th September 2011, Geneva, Switzerland
Participatory News Consumer Participatory
(internet users who contributed to the creation of news, commented on it, or disseminated it via postings on social media sites like Facebook or Twitter)
US Italy
10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe
8th September 2011, Geneva, Switzerland
Conclusions
• Italian and American online news consumers seems to share common usage and preference patterns;
• It is reasonable to expect a strong impact on the Italian news ecology (and politics?) in the next few years;
• The study suggest therefore the need for a permanent observatory on online news consumption in Italy.
10th Conference of the European Sociological Association RN18 - Politics and Media Politics in Europe
8th September 2011, Geneva, Switzerland
Useful links
• Full report and survey questions for Italian data (in Italian);
• Full report and survey questions for US data;
• Stay in touch. Follow us on Facebook!