News Consumption and Social Media
Use in Nova Scotia
BizComm 2014
May 29, 2014
PRESENTATION OVERVIEW
1.
2.
3.
4.
5.
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
Survey of online Nova Scotians
NEWS CONSUMPTION (ABOUT CURRENT EVENTS)
0%
10%
20%
Desktop/laptop
30%
40%
50%
60%
70%
55%
Radio
100%
35%
56%
National TV News
90%
33%
48%
Local TV News
80%
22%
45%
26%
Often
Sometimes
CDN Cable TV News
31%
Newspapers (print)
39%
Mobile device
Magazines (print)
36%
22%
36%
12%
18%
28%
NEWS CONSUMPTION PROFILES (% WHO “OFTEN” GET NEWS ABOUT CURRENT EVENTS)
Desktop/Laptop
F
F
46
M
63
<35
35-44
45-54
55-64
65+
48
HS<
Coll
Uni
Radio
M
72
53
51
54
46
55
60
<35
35-44
45-54
55-64
65+
Local TV News
F
58
M
54
51
45
24
47
46
63
68
<35
35-44
45-54
55-64
65+
27
41
51
84
84
HS<
46
HS<
Coll
50
Coll
55
Uni
48
Uni
53
63
NEWS CONSUMPTION PROFILES (% WHO “OFTEN” GET NEWS ABOUT CURRENT EVENTS)
National TV News
F
47
Cable TV News
F
30
F
38
31
M
41
M
42
M
<35
35-44
45-54
55-64
65+
22
23
30
<35
35-44
45-54
55-64
65+
76
76
Newspaper
HS<
47
HS<
Coll
44
Coll
Uni
45
Uni
11
28
25
50
44
39
25
31
<35
35-44
45-54
55-64
65+
HS<
Coll
Uni
12
17
40
60
71
43
33
44
NEWS CONSUMPTION PROFILES (% WHO “OFTEN” GET NEWS ABOUT CURRENT EVENTS)
Mobile Device
Magazines
F
38
F
13
M
34
M
12
<35
35-44
45-54
55-64
65+
6
3
9
HS<
9
Coll
13
Uni
15
<35
35-44
45-54
55-64
65+
HS<
Coll
Uni
55
53
32
23
17
19
38
45
19
24
DO YOU USE…?
21%
64%
74%
25%
21%
23%
9%
USER PROFILES (% USING EACH PLATFORM)
F
78
M
71
<35
35-44
45-54
55-64
65+
HS<
88
77
76
68
60
36
F
M
<35
35-44
45-54
55-64
65+
HS<
Coll
22
Coll
Uni
25
Uni
F
22
M
27
61
68
82
71
73
50
41
51
62
68
<35
35-44
45-54
55-64
65+
29
26
26
20
20
HS<
13
Coll
16
Uni
40
USER PROFILES (% USING EACH PLATFORM)
F
21
F
20
F
M
25
M
23
M
<35
35-44
45-54
55-64
65+
22
22
20
28
23
<35
35-44
45-54
55-64
65+
40
25
20
12
5
<35
35-44
45-54
55-64
65+
30
11
31
25
27
13
6
HS<
20
HS<
17
HS<
12
Coll
21
Coll
19
Coll
13
Uni
22
Uni
21
Uni
23
USER PROFILES (% USING EACH PLATFORM)
F
M
<35
35-44
45-54
55-64
65+
10
8
22
11
7
1
2
HS<
6
Coll
6
Uni
12
USE AT LEAST ONCE PER DAY
0%
10%
20%
30%
62%
24%
9%
8%
7%
6%
5%
40%
50%
60%
70%
80%
FACEBOOK VS. TWITTER USERS
How long ago did you join?
60%
55%
50%
43%
40%
Facebook
Twitter
30%
30%
27%
20%
20%
8%
10%
8%
4%
3% 2%
0%
Less than a year
ago
1-2 years ago
3-4 years ago
5 or more years
ago
Don't know
FACEBOOK VS. TWITTER USERS
How many friends/followers do you have?
70%
61%
60%
50%
Facebook
40%
30%
Twitter
26%
23%
20%
20%
13% 14%
13%
13%
10%
11%
5%
0%
0%
0-49
50-99
100-199
200-399
1%
400+
Don't know
FACEBOOK VS. TWITTER USERS
On days when you use Facebook/Twitter, how much time do you spend using
Facebook/Twitter?
90%
77%
80%
70%
60%
50%
40%
Facebook
Twitter
39%
31%
30%
23%
20%
10%
10%
9%
4% 3%
2% 1%
0%
Less than 30
minutes
30 minutes to
an hour
1-4 Hours
Four or more
hours
Don't know
DO YOU GET NEWS ON…?
0%
10%
20%
30%
49%
19%
15%
8%
8%
2%
2%
40%
50%
60%
70%
80%
“MAJOR” REASONS FOR USING FACEBOOK
•
•
•
•
•
•
•
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%
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%
34%
9%
8%
4%
3%
2%
1%
30%
40%
50%
60%
70%
80%
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%