How 21–34 Year Olds Perceive Competing Newspapers in a Small-to-Medium Sized Market

Hartman, John K.

doi:10.1177/073953298300500109

Newspaper Research Journal

1983

DOI: 10.1177/073953298300500109

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How 21–34 Year Olds Perceive Competing Newspapers in a Small-to-Medium Sized Market

John K. Hartman¹

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2013

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“…5 Scholars have argued that young adults are a vital demographic for news organizations to pay attention to because they are in the process of establishing lifelong news consumption habits. 6 Furthermore, many scholars have suggested the importance of examining new media consumption by college students as newer media technologies are often woven into the fabric of their daily lives as information and entertainment sources. 7 …”

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Mobile News Adoption among Young Adults

Chan‐Olmsted

Rim

Zerba

2013

Journalism & Mass Communication Quarterly

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Using the frameworks of innovation diffusion and technology acceptance model, this study examines the predictors of mobile news consumption among young adults. The results show that the perceived relative advantage (especially content), utility, and ease of use of mobile news are positively related to its adoption. The young adults' news consumption patterns and preferences, as well as media usage, all play a role in the adoption of mobile news. This study also validates the importance of examining the adoption outcome from multiple perspectives. Keywords mobile news, young adults, mobile phone, news adoption As mobile phones have become a staple in most consumers' lives and user-friendly mobile devices like the iPad grow in popularity, major media companies are investing more resources into creating new ways of reaching news audiences via mobile platforms. The Pew Research Center recently reported that over half of smartphone owners used their mobile devices for news in 2011.1 The development of mobile news has New News TechnologyChan-Olmsted et al. 127significant implications for consumers' news consumption patterns, especially those who are still forming their adulthood news habit. The growth of mobile news and its impact on the next generation of news users clearly affect the future of the news industry. 2 However, limited studies have investigated the factors affecting the consumption of news on mobile platforms, particularly by the young adult segment.It was suggested that mobile news consumers are more likely to follow news frequently, use multiple news platforms/sources, seek practical utilities from news information, value portal news sites, share content with others, and be receptive to advertising campaigns, especially those via social media.3 It seems that mobile news adopters have certain distinctive media usage patterns and news preferences. It is also possible that there exist some dynamics of interplay between mobile news and other traditional news media. This study is designed to examine the role of consumer perceptions of the mobile platform in comparison to other news media, as well as the effects of news preferences and media usage patterns. 4 The current study also focuses on the mobile news consumption of young adults (ages eighteen to twenty-four), who are in their transition years of becoming adults and establishing their consumption patterns. 5 Scholars have argued that young adults are a vital demographic for news organizations to pay attention to because they are in the process of establishing lifelong news consumption habits.6 Furthermore, many scholars have suggested the importance of examining new media consumption by college students as newer media technologies are often woven into the fabric of their daily lives as information and entertainment sources. 7 Literature Review Factors Affecting Mobile News AdoptionAdoption of mobile devices for news consumption purposes can be seen as diffusion of innovation driven by various factors. From the perspective of consumers, a numbe...

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confidence: 99%

Mobile News Adoption among Young Adults

Chan‐Olmsted

Rim

Zerba

2013

Journalism & Mass Communication Quarterly

View full text Add to dashboard Cite

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How 21–34 Year Olds Perceive Competing Newspapers in a Small-to-Medium Sized Market

Cited by 1 publication

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Mobile News Adoption among Young Adults

Mobile News Adoption among Young Adults

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