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%
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