Consumers prefer short bursts of newsworthy information, not excessive content
Implications - News outlets appeal to multitasking consumers using mediums that offer short clips or summarized stories. Consumers gather global, local and cultural news through these condensed formats in order to stay informed and meet the demands of on-the-go lifestyles. Brands cater to tech-savvy consumers who have low attention spans (Gen Z and Gen Y) by providing digital platforms that deliver maximum content with minimum context.
Workshop Question - What could you do to deliver your product faster, without sacrificing quality?
Trend Themes
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Micro News Clips — The rise of on-the-go lifestyles has influenced news outlets to provide short clips or summarized stories to consumers who appeal to multitasking, resulting in apps that provide time-sensitive filtered news and summarized news articles.
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Curated News Stories — The trend of media companies curating news stories on particular topics, such as politics, fashion, and sports, has led to the creation of morning apps that offer a snapshot of the most important news stories before starting the day.
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Exclusive Game-showcasing Deals — The integration of social media apps, like Snapchat and Facebook, with major media outlets, such as NBC and BuzzFeed, has resulted in exclusive deals that enable users to view content from major events like the Olympics and morning shows, impacting the news consumption experience.
Industry Implications
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Media and Publishing — Media and publishing industry professionals can adapt to the fast-paced lifestyle trends by creating on-the-go digital platforms or morning news apps that cater to consumer preferences, including minimal context, micro-news clips, and curated news stories.
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Marketing and Advertising — Marketing and advertising industry professionals can leverage new communication channels like Messenger bots and Facebook Live to reach younger audiences, like Millennials, who are more likely to consume news via social media and tech-savvy digital platforms.
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Sports and Entertainment — Sports and entertainment industry professionals can create exclusive deals with social media apps, like Snapchat, to showcase major events that appeal to younger demographics who consume news and content via their smartphones and digital devices.
6 Featured, 45 Examples:
91,466 Total Clicks
Date Range:
Jul 15 — May 16
Trending:
Mild
Consumer Insight Topics:
