Reading a printed newspaper is not just the preserve of older
people NRS PADD: May 13 Apr 15
Slide 7
7 Bas Verplanken Professor of Social Psychology We talked to an
expert on habits
Slide 8
45% of everyday behaviours are repeated in the same location
almost every day Source: Wood, Quinn and Kashy (2002)
Slide 9
But frequency is just one aspect of a habit
Slide 10
A habit is a behaviour that is: frequently performed has
acquired a high degree of automaticity is cued in stable
contexts
Slide 11
The unconscious nature of habits makes them difficult to
measure
Slide 12
S elf R eported H abit I ndex Verplanken and Orbell (2003)
Slide 13
How do we form habits? Initiation phase New behaviour in a new
context is started Learning phase Repetition strengthens context
behaviour association Stability phase Behaviour is initiated almost
reflexively by environmental cues, the habit is formed Gardner
2009
Slide 14
Active selection of sources 12 Active selection stops once the
source is discovered 3 A pattern of repeated media behaviour is
formed 4 Habit is developed and strengthens over time Theory of
Media Attendance Media consumption habit formation LaRose &
Eastin 2004
Slide 15
Charles Duhigg Habits are comprised of three key elements
Routine Reminder Reward
Slide 16
Applying the academic theory to newsbrand habits a four stage
approach A 10 day digital diary exploring newsbrand habits with
saturation and deprivation tasks A 5 day experiment, using wearable
glasses, capturing unmediated and subconscious interactions with
newsbrands Intergenerational Depth interviews to identify key
factors in habit formation A 1,000 sample online survey to uncover
the variety and strength of newsbrand habits in a connected
age
Slide 17
CULTURE CATEGORY PEOPLE NEWSBRAND HABITS
Slide 18
Were never more than a click or a flick away from news
Slide 19
I realised that we are bombarded with news content without
being aware of it sometimes Heather, 52
Slide 20
Saturation has led to expectation Somewhere something is always
happening and we need to know about it MillennialsBoomers Its
really important for me to feel up to date with whats going on in
the country and/or the world I hate the thought of missing out on
whats happening 82%89% 71%72%
Slide 21
I take a quick look at the headlines when I have a spare moment
Everybody is plugged in MillennialsBoomers 82%71%
Slide 22
Millennials are hooked on news feeds, and boomers are catching
the habit Millennial Camille follows the Guardian culture newsfeed
on Facebook because it is her favourite section of the paper I
often hear first about news stories on social media
MillennialsBoomers 72%30%
Slide 23
Were all wrestling with the consequences of a digital
overload
Slide 24
I feel like Im surgically attached to my phone. I check it all
the time and I feel uncomfortable when I cant Heather, 52
Slide 25
Saturation means newsbrands role is more important than ever
MillennialsBoomers 71%76% 74%81% I identify with [my news brands]
point of view I like that I get a balanced point of view from [my
news brand]
Slide 26
Newsbrands continue to provide a trusted lens on the world
MillennialsBoomers 82%90% 78%82% I like browsing [my news brand]
and coming across new things I like that [my news brand] introduced
me to news stories I wouldnt otherwise think to read
Slide 27
I wasnt expecting to enjoy it as much as I did. It was good to
read a range of different articles and widen my knowledge in areas
and stories that I knew nothing about which started lots of social
interaction. Its been a bit of an eye opener - I didnt realise I
was missing so much James, 29
Slide 28
CULTURE CATEGORY PEOPLE NEWSBRAND HABITS
Slide 29
New news habits have been created by our increased expecation,
need and desire for news If I hear about an interesting news story
on social media Ill go to my preferred newspaper website to get
more info MillennialsBoomers 73%45%
Slide 30
Newsbrands still most efficient news habit During the
deprivation task I spent a lot more of my time actually looking for
news. Rather than go straight to my newsbrands website I would have
to look around, compare stories and then choose one to read rather.
Oliver, 20
Slide 31
New routes to form newsbrand habits I think I first saw the
Guardian on Facebook. Friends just started posting links to
articles. I found myself clicking on them. After a while I liked
the page and began reading more. Then when I started getting the
train regularly I found myself buying the paper for the journey
Camille, 23
Fix:scratching a constant itch for news
FIXTRACKFILLINDULGEINVEST Routine Any time of day theres a spare
moment Entertainment | latest news | local news Reminder Being
online | Waiting Checking social | media Feeling bored | Find
myself doing it Reward Break/distraction Passing the time Fuels
conversation
Slide 36
FIXTRACKFILLINDULGEINVEST Happens at regular points throughout
the day Breaking news | UK news Taking a break Feeling bored
Watching TV Interesting articles Relax & unwind Being in the
know Track: keeping yourself informed about the news Routine
Reminder Reward
Slide 37
FIXTRACKFILLINDULGEINVEST Morning and evening commute Range of
news On public transport See the paper Checking social media Reward
Raises a smile Be inspired Fills the time Fill: moving from one
place to another, using news to pass the time Routine Reminder
Slide 38
FIXTRACKFILLINDULGEINVEST Late morning, weekends Sport,
finance, world news Regular activity Taking a break Enjoy the
newsbrand point of view Interesting articles Relax and unwind
Indulge: making time for yourself to enjoy the news Routine
Reminder Reward
Slide 39
FIXTRACKFILLINDULGEINVEST Breakfast, last thing at night
Finance, sport, other news Eating Regular activity An alert Can
immerse myself Makes me smile Fuels conversation Invest:
surrounding yourself with an in-depth perspective on the news
Routine Reminder Reward
Slide 40
comparing habits how they relate to each other
Slide 41
22% 35% 14% 16% 13% There are more newsbrand consumption
occasions than ever before Proportion of newsbrand habits
FIXTRACKFILLINDULGEINVEST
Slide 42
On the continuum from breadth to depth Depth
FIXTRACKFILLINDULGEINVEST Breadth
Slide 43
Strength of habit FIXTRACKFILLINDULGEINVEST 100 109 119 109 121
Some habits are stronger than others
Slide 44
And each platform has a role to play in newsbrand habits Mobile
Online Tablet Print Fix Fill Track Fix Indulge Track Indulge Invest
Fill
Slide 45
Habits manifest across particular platforms
FIXTRACKFILLINDULGEINVEST Proportion of platforms across newsbrand
habits Tablet PC Print Mobile 28% 18% 11% 43% 58% 20% 10% 11% 64%
9% 17% 10% 76% 12% 6% 7% 68% 12% 10%
Slide 46
All habits are important to both millennials & boomers
Proportion of platforms across newsbrand habits Tablet PC Print
Mobile FIXTRACKFILLINDULGEINVEST 52% 69% 73% 80% 75% 38% 47% 64%
61% 25% 34% 26% 12% 5% 10% 24% 18% 12% 17% 2% 11% 61% 10% 17% 12%
7% 16% 5% 12% 3% 5% 15% 14% 10% 7% 9% 12%
Slide 47
Print provides a sense of completeness and satisfaction like no
other platform can
Slide 48
Print plays a large role across the habits for both
generations
Slide 49
Dispelling the myths
Slide 50
50 Young people value the newsprint experience because it
provides benefits to them that no other platform does
Slide 51
51 Millennials pick up the newsbrand habit in numerous ways,
often online and through social media which brings them to
print
Slide 52
52 Boomers have integrated online news habits into their
routines and are increasingly consuming news on mobile devices
Slide 53
53 Newsprint provides an experience and benefits that no other
platform can, even in the digital age, which keeps it relevant to
all
Slide 54
54 The newsbrand role is even more important, providing a lens
that helps to bring order to digital news saturation, soothing the
news itch and providing a sense of completeness and
satisfaction
Slide 55
Some final thoughts Newsbrands are hugely important to both
Millennials and Boomers and you can reach them in big numbers
Nothing else enables you to resonate with the desire to both engage
with and disconnect from newsfeed culture Audiences are more
engaged and immersed in the print newsbrand platform than any other
you have their undivided attention Other platforms offer new
opportunities to engage with audiences in different mindsets and
land different messages and experiences In a world saturated with
news, newsbrands are more important than ever before, providing a
trusted lens on the world
