When do youth stop reading the newspaper?
One of the key findings in Youth Media DNA is the extent to which life-stage transitions relate to newspaper readership habits. We asked former newspaper readers in Finland, the Netherlands and the U.S. what age they stopped reading the newspaper: in all countries, over half said they stopped reading a newspaper between the age fo 18 and 24. This age period coincides with the time when youth are most likely leaving home, thus losing access to any subscription their parents might have had.
What can newspaper companies do to ensure that young people don’t ditch the newspaper when they ditch their parents?
ABOUT YOUTH MEDIA DNA
Youth Media DNA is a global, multi-phase research project designed to gain a deep understanding of the attitudes and behaviours of young people towards media consumption, news, and newspaper reading. The project has been commissioned by the World Association of Newspapers, along with individual associations in studied countries. It is being conducted by DECODE, a company that combines research, strategy and consulting on issues related to youth, young adults and young families.
Current research is being supported in the U.S. by the Newspaper Association of America Foundation, in Finland by Helsingin Sanomat Foundation , and in the Netherlands by Stimuleringsfonds voor de Pers , Stichting Democratie en Media , and the Windesheim School of Media.
Future country studies will provide a valuable insight into different patters across the world.
Current research is being supported in the U.S. by the Newspaper Association of America Foundation, in Finland by Helsingin Sanomat Foundation , and in the Netherlands by Stimuleringsfonds voor de Pers , Stichting Democratie en Media , and the Windesheim School of Media.
Future country studies will provide a valuable insight into different patters across the world.