Pew Survey: Multi-platform Approach Calls for News That’s Portable, Personal, Participatory

It’s the multi-platform approach.

In an enlightening survey rich with statistics, the Pew Internet and American Life Project announced the results of their “Understanding the Participatory News Consumer” study today.   Among the fascinating stats culled from the telephone survey of 2,259 adults 18 or older is the fact that almost half (46%) said they get their news from four – six news platforms each day.

Only 7% said they rely on a single source for news.

In addition, 33% of Americans access news from their cell phones, a statistic that jives exactly with our recent (and admittedly less comprehensive) PR Peeps poll that showed 30% of 297 polled use their mobile devices to monitor news and press releases “all the time.”

“In this new multi-platform media environment,” say Pew survey authors, “people’s relationship to news is becoming portable, personalized and participatory.”  They then cite the following metrics:

  • Portable: 33% of cell phone owners now access news on their cell phones. 
  • Personalized: 28% of internet users have customized their home page to include news from sources and on topics that particularly interest them
  • Participatory: 37% of internet users have contributed to the creation of news, commented about it, or disseminated it via posting on social media sites like Facebook or Twitter. 

The lesson for PR practitioners? Don’t rely on any one platform to get your news found, seen and shared. 

We’re feeling pretty timely around here, having rolled our mobile and social platforms into ALL Business Wire English language distributions in 2010.  For details, contact your local Business Wire office.

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