Given the relentless rush of unnerving news stories, mobile users would be forgiven for tuning out, or turning their attention to lighter fare.
Across platforms, however, consumers are more
engaged with news content today than they were even a couple years ago.
Indeed, compared to 2017, 41% of consumers said that they’re getting more news coverage now, according to research
from Verizon Media and Insights Now.
What’s more, the vast majority of consumers (90%) say heavy news does not negatively impact their perception of brands that support such content with
Where consumers appear to draw the line is what they consider to be “offensive content.”
In fact, nearly 40% of survey respondents said they would think less
of a brand for advertising near offensive content.
The research found news sites are not the primary source of offensive content.
Rather, respondents cited user-generated posts on
social media platforms as the most common source of offensive content. A full 59% said they encounter such content on Facebook; 55% said they see it on Twitter; while 48% said they come acros it on
As for news, consumers appear to have different reasons for flocking to such content.
A majority (61%) say they seek out news to find out what’s going in their local
communities; a third say they check the news to know what everyone else is talking about; while a quarter feel compelled to stay up-to-date to keep up with social conversations.