JupiterResearch: Online Adults Go to Internet for News

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At the expense of television and newspapers, the number of online adults who prefer the Internet as their main source of news has increased more than 35 percent in the past four years, according to a new JupiterResearch study.


More than 26 percent of online adults prefer the Internet for national and international news versus 19 percent in 2001, the New York market researcher said in its "Online Local Content: Prioritizing Content, Blogs and Community" report.


Also, JupiterResearch consumer studies have found that the percentage of online adults using the Internet for daily news has hovered around 50 percent for the past few years. The preference for online local news is up, but has not crossed 10 percent among online adults.


However, online adults ages 18 to 24 are pushing the preference trend, particularly in national news. Thirty-three percent of online young adults told JupiterResearch they prefer the Internet as their primary source of news, while 40 percent prefer TV and 10 percent opt for newspapers.


"While traditional media companies like The New York Times and CNN are doing very well online, our analysis shows that brands like AOL and Yahoo are increasingly important for online audiences," David Card, vice president and senior analyst at JupiterResearch, said in a statement.


JupiterResearch surveyed more than 10,750 online adults over four years for the study.


Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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