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Generation Y is known for being discerning and not easily impressed; however, Generation X might be more deserving of that reputation, according to research conducted by Frank N. Magid Associates, Inc.’s Millennial Strategy Program.
The study evaluated which news sources participants trusted the most and Gen X trusted nine of the 13 news sources on the survey less than any other generation, including:
- cable TV news networks
- local newspapers and their Web sites
- search engines
- national network or cable TV news Web sites
- national newspapers and their Web sites
- national magazine Web sites
Gen X’s trust issues run so deep, they even trust their friends, family and coworkers less than other generations.
Generation Y, on the other hand, trusts five news sources more than any other generation, which supports other findings that Generation Y is actually an optimistic generation.
The unexpected finding in the Millennial Strategy Program research is that three of those five sources Gen Y trusts more than other generations are local--local newspapers and their Web sites and local TV Web sites. The other two sources are Web portals and search engines.
These findings suggest a few things about Millennials:
- As much as Generation Y values their online communities, they still value their physical communities. They won’t be confined to merely their physical surroundings, but they want to be a part of them.
- Millennials still believe their voice can be heard. If they are placing a lot of trust in local news sources, they likely want to utilize those outlets to voice their opinions. Generation Y’s presence should become more and more evident in local news.
- Generation Y will find validity in a number of sources. Placing high levels of trust in Web portals and search engines illustrates Gen Y’s eagerness for varied and broad perspectives not dependent upon an acquired title.
While Boomers have been the primary news consumers, Gen X and Gen Y are the future, which creates opportunities for the flailing news industry--particularly newspapers.
Gen X news consumption growth will be an uphill battle; news sources must gain their trust first.
But growing Gen Y’s news consumption can be much easier. While Generation Y may trust local TV and local newspaper Web sites more than Generation X or Boomers, they aren’t using them as much. Neither made the top 12 list of most frequently used news sources for Generation Y in the Millennial Strategy Program findings, whereas local TV Web sites were number 11 among Boomers, 12 among X’ers and local newspaper sites number 12 among Boomers, 11 among X’ers.
To get local news sites to become more than just trusted sources, but actual frequently used sources, it all starts with basic Gen Y savvy: make sure the mobile platforms are quick and interactive with plenty of opportunities to share opinions.
Generation Y’s trust is already there, local TV and newspapers just need to play to it.
For more information: The Millennial Strategy Group is the generational consulting arm of Frank N. Magid Associates, Inc., a research-based consultation firm offering strategic insight and direction for clients in 37 countries around the world.
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Comments
03.09.10
I remember of phrase, there are lies, damn lies and statistics.
I don't think you can say Gen-Y trusts more than Gen-X, they just don't trust less yet.
Every one in their 20tys trusts more than people in their 30tys, and people in their 30ty trust less than people in their 40tys and so on. This is not a new phenomenon, its the natural evolution of a human society. The sad truth is with time, optimism and trust is always replaced with apathy and contempt.
It is the way it is and always has been.
For a good example for comparisons. Look at the attitudes of the beat nick generation of the sixties (hippies) compared to their attitudes of today. Free love to gated community shut ins.
As for your recommendations to save Journalism they are counter intuitive to process of journalism:
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it all starts with basic Gen Y savvy: make sure the mobile platforms are quick and interactive with plenty of opportunities to share opinions.
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The reason news sites are not interesting to Gen-Y, is their need (by Law) to check facts and have multiple sources. You can't just blog or rant an unsubstantiated opinion (unless your Fox news -- but I guess that is why they don't call themselves a news station, they are news entertainment). That 'fact checking process' slows everything down, loosing the edge that Gen-Y needs and it can't be opened to unsubstantiated opinion (that is called editorialization, not news). That need to validate and verify is the difference between the blogosphere being what it is, compared to print media.
04.10.10
I'm a GenXer and I've studied the demogrpahics over the years. I truly doubt GenY will ever be as mistrusting and outright cynical of news sources as GenX. It's not just an age thing. GenY might become more mistrusting, but they'll never become like GenX.
GenX is something like half the size of Boomers or GenY. GenX grew up in a media environment dominated by Boomers. I'm a younger GenXer and I didn't have all the media opportunities that GenYers have. When I was a growing up, I didn't have much opportunity to interact with media. News and entertainment was a passive experience.
GenYers have much more control and so this has made them optimistic. GenY is a large generation. They won't get ignored and dismissed in the way GenXers did. Also, GenYers are the kids of Boomers and so there is more of a natural bond there between these two large generations.
It's also the media that Genxers grew up on vs the media GenYers grew up on. I have distinct memories of all the horror movies about evil GenX kids and the slacker GenX teenagers going on rampages killing the Boomers. Boomers were terrified of us, especially in the '80s. GenXers grew up with the media portraying them in the worst of light. Of course, we'd feel a bit wary of this Boomer-dominated media.
Yes, sometimes GenYers have criticisms lobbed at them, but are they portrayed as demon-possessed children? No. A lot of the entertainment made about and for GenYers is mostly positive.
So, GenXers see themselves as outsiders. GenYers, on the other hand, want to be on the inside. They want to influence the culture and be in control of their media. Unlike GenXers, they can make this happen and force it on the rest of society.
Who cares about marketing to GenYers? Give them a decade or two and they'll be dominating the market. If you want to reach GenYers (GenXers for that matter), then don't try figure them out and simply let them have some control, let them be a part of the process. As long as you include them and treat them with respect, they'll market to themselves, to their peers, and to their families.
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