Teens know what they want from Online News: Do You?
March 21, 2010
Learn what kind of news Web site would attract and interest teenagers – and many other people, too – in this joint study by the Media Management Center and the Newspaper Association of America Foundation.
The NAA Foundation and the Media Management Center teamed up to explore and put to the test better ways to match the online news preferences of teens. Based on the findings of previous research with young people, researchers developed a series of prototypes of home pages and story-level pages, then tested them with 96 teenagers in focus groups in six cities: Fresno; Denver; Philadelphia; Springfield, IL; Fort Lauderdale and Orangeburg, SC. Teens’ responses were remarkably and overwhelmingly consistent, regardless of market size or location.
Researchers found that the answer isn’t to dilute the news for teens, but to be bolder. Given that teen responses were very similar to those of adults who are light readers, researchers recommend creating a new type of site – not just for teens, but for all people who lack experience with news and have a limited amount of time to get engaged with it.
To download report CLICK on link below:
http://www.mediamanagementcenter.org/research/teensknow.pdf>
