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News Consumption and Social Media Use in Nova Scotia. BizComm 2014 May 29, 2014. PRESENTATION OVERVIEW. Methodology News Consumption Social Media Use News and Social Media Discussion. METHODOLOGY. Sample drawn from an online research panel May 2-17, 2014 Sample size = 700 - PowerPoint PPT Presentation
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News Consumption and Social Media Use in Nova Scotia
BizComm 2014
May 29, 2014
PRESENTATION OVERVIEW
1. Methodology2. News Consumption3. Social Media Use4. News and Social Media5. Discussion
METHODOLOGY
• Sample drawn from an online research panel• May 2-17, 2014• Sample size = 700• Survey of online Nova Scotians
NEWS CONSUMPTION (ABOUT CURRENT EVENTS)
Desktop/laptop
Radio
Local TV News
National TV News
CDN Cable TV News
Newspapers (print)
Mobile device
Magazines (print)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
55%
48%
56%
45%
31%
39%
36%
12%
33%
35%
22%
26%
36%
22%
18%
28%
OftenSometimes
NEWS CONSUMPTION PROFILES (% WHO “OFTEN” GET NEWS ABOUT CURRENT EVENTS)
F
M
46
63
<3535-4445-5455-64
65+
4872
535154
F
M
51
45
<3535-4445-5455-64
65+
244746
6368
HS<
Coll
Uni
46
55
60
HS<
Coll
Uni
46
50
48
F
M
58
54
<3535-4445-5455-64
65+
2741
518484
HS<
Coll
Uni
63
55
53
Desktop/Laptop Radio Local TV News
NEWS CONSUMPTION PROFILES (% WHO “OFTEN” GET NEWS ABOUT CURRENT EVENTS)
F
M
47
42
<3535-4445-5455-64
65+
2223
307676
F
M
30
31
<3535-4445-5455-64
65+
1128
2550
44
HS<
Coll
Uni
47
44
45
HS<
Coll
Uni
39
25
31
F
M
38
41
<3535-4445-5455-64
65+
1217
4060
71
HS<
Coll
Uni
43
33
44
National TV News Cable TV News Newspaper
NEWS CONSUMPTION PROFILES (% WHO “OFTEN” GET NEWS ABOUT CURRENT EVENTS)
F
M
38
34
<3535-4445-5455-64
65+
5553
3223
17
F
M
13
12
<3535-4445-5455-64
65+
63
919
24
HS<
Coll
Uni
19
38
45
HS<
Coll
Uni
9
13
15
Mobile Device Magazines
DO YOU USE…?
74%
21%
21%
25%
9%23%
64%
USER PROFILES (% USING EACH PLATFORM)
F
M
78
71
<3535-4445-5455-64
65+
887776
6860
F
M
61
68
<3535-4445-5455-64
65+
827173
5041
HS<
Coll
Uni
36
22
25
HS<
Coll
Uni
51
62
68
F
M
22
27
<3535-4445-5455-64
65+
292626
2020
HS<
Coll
Uni
13
16
40
USER PROFILES (% USING EACH PLATFORM)
F
M
21
25
<3535-4445-5455-64
65+
222220
2823
F
M
20
23
<3535-4445-5455-64
65+
4025
2012
5
HS<
Coll
Uni
20
21
22
HS<
Coll
Uni
17
19
21
F
M
30
11
<3535-4445-5455-64
65+
312527
136
HS<
Coll
Uni
12
13
23
USER PROFILES (% USING EACH PLATFORM)
F
M
10
8
<3535-4445-5455-64
65+
2211
712
HS<
Coll
Uni
6
6
12
USE AT LEAST ONCE PER DAY
0% 10% 20% 30% 40% 50% 60% 70% 80%
62%
24%
9%
8%
7%
6%
5%
FACEBOOK VS. TWITTER USERS
How long ago did you join?
Less than a year ago
1-2 years ago 3-4 years ago 5 or more years ago
Don't know0%
10%
20%
30%
40%
50%
60%
4%
8%
30%
55%
3%
20%
43%
27%
8%
2%
FacebookTwitter
FACEBOOK VS. TWITTER USERS
How many friends/followers do you have?
0-49 50-99 100-199 200-399 400+ Don't know0%
10%
20%
30%
40%
50%
60%
70%
26%
13%
23%20%
13%
5%
61%
14% 13%
0% 1%
11%
FacebookTwitter
FACEBOOK VS. TWITTER USERS
On days when you use Facebook/Twitter, how much time do you spend using Facebook/Twitter?
Less than 30 minutes
30 minutes to an hour
1-4 Hours Four or more hours
Don't know0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
39%
23%
31%
4% 2%
77%
10% 9%3% 1%
FacebookTwitter
DO YOU GET NEWS ON…?
0% 10% 20% 30% 40% 50% 60% 70% 80%
49%
19%
15%
8%
8%
2%
2%
• To see what your family/friends are up to: 63%• To see photos/videos from family/friends: 54%• To chat/message friends/family: 43%• To share your photos/videos: 24%• To get news about events/issues: 24%• To play games: 13%• To post personal updates: 12%
“MAJOR” REASONS FOR USING FACEBOOK
SITE ENGAGEMENT BY REFERRAL
REASONS FOR CLICKING NEWS LINKS
• I had been following the story: 50%• Story seemed funny or entertaining: 39%• Story was surprising or unexpected: 37%• A friend recommended the story: 31%• Story published by news organization I prefer: 24%• Story had a lot of comments/likes/favourites: 10%
DO YOU SHARE NEWS ON…?
0% 10% 20% 30% 40% 50% 60% 70% 80%
34%
9%
8%
4%
3%
2%
1%
DOES IT BOTHER YOU WHEN FRIENDS/FAMILY…?
• Share very personal info: 69%• Brag or complain about their life: 61%• Post many times a day: 43%• Post political statements: 25%• Post inspirational sayings: 19%• Post pictures of children/pets: 9%• Post opinions about news stories: 8%• Post news stories: 4%
