{"id":113962,"date":"2017-04-05T13:53:00","date_gmt":"2017-04-05T18:53:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/online-news-consumption-biggest-trends-get-grips-2017\/"},"modified":"2024-12-21T05:55:32","modified_gmt":"2024-12-21T10:55:32","slug":"online-news-consumption-biggest-trends-get-grips-2017","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/online-news-consumption-biggest-trends-get-grips-2017\/","title":{"rendered":"Online news consumption: The biggest trends to get to grips with in 2017"},"content":{"rendered":"<p>Reports of \u2018fake news\u2019 and the millennial and Gen Z population becoming increasingly sceptical of traditional news sources, have been rife this year so far&#8230;but despite this, online news and media consumption is booming. A newly released report by Hitwise claims that 1 in every 9 visits online were made to news and media sites in 2016; an increase of 11% since the previous year.<\/p>\n<p>Readers also spent an average 5:04 mins per session on print media sites last year, with the Daily Mail topping the charts an average visit time of 7.48 mins, and The Guardian running closely behind at 6:10mins. Unsurprisingly, key political events such as Trump and Brexit have of course dominated the headlines, accounting for 5 out of the top 10 read articles across print media sites, in the first two months of 2017.<\/p>\n<p>The Hitwise research offers much learning and insight for marketers, to adapt to their own news content strategies. Key takeaway points are&#8230;<\/p>\n<p><strong>Fast moving organic search terms offer a valuable source of inspiration<\/strong><\/p>\n<p>Fast moving organic search terms offer brand marketers insight into the topics and queries that are front of mind for consumers, at any given point in time. If monitored regularly, they can provide a rich source of inspiration for topical content creation, as well as offering first mover advantage to those on the ball.<\/p>\n<p>To illustrate this point, Hitwise cites a helpful example relating to the relaunch of the Nokia 3310. Online buzz around the event broke almost two weeks before Nokia made its official announcement (at the Mobile World Congress on the 27th February), evident in natural search enquiries as the table below illustrates.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-10959\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/03\/Picture1-6.png\" alt=\"Picture1\" width=\"940\" height=\"486\" \/><\/p>\n<p>The Independent was the first news outlet to capitalise on this natural search traffic, gaining the highest share of downstream traffic in the two weeks leading up to the announcement. It kept ahead of the game by utilising the top searched for terms with high organic rates within its headlines, such as \u201crelaunch\u201d and \u201cnew\u201d, to gain traffic. Other publishers such as The Sun, Telegraph and Tech Radar, took two weeks to catch-up.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-10960\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/03\/2-2.png\" alt=\"2\" width=\"940\" height=\"500\" \/><\/p>\n<p><strong>It\u2019s all in the timing<\/strong><\/p>\n<p>It goes without saying that being agile and responsive to breaking news, on an hourly basis, is critical for capturing market share. The day of the week, or time of day, are important factors marketers should also be considering.<\/p>\n<p>The Hitwise research shows that UK news eclipses all other topics, peaking at 4-6pm on weekdays, compared to 12pm-7pm on weekends. US news also increases on the weekend, particularly from 4pm onwards.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-10961\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/03\/3-1.png\" alt=\"3\" width=\"940\" height=\"407\" \/><\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-newsletter-form class='custom-hubspot-form' id='hubspot_form_6a03a9e54b78b'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_6a03a9e54b78b');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.hubspot-status');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Form submitted successfully!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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Marketers should be tracking these patterns to ensure they are publishing topical content at a popular time.<\/p>\n<p><strong>Standard online articles have a two-day lifespan<\/strong><\/p>\n<p>How long does an article \u2018live\u2019 for? Content marketers need to have an understanding of this in order to appreciate how frequently they should be writing and refreshing their content.<\/p>\n<p>According to Hitwise\u2019s analysis of BBC News, standard news articles, defined as content accessed through web browsers on desktop and tablets, typically have a two-day lifespan. However, popularity on Day 2 varies by topic e.g. from UK news (19% on Day 2) to US news (34% on Day 2), as the illustration below highlights. Interestingly, mobile-optimised content has a significantly shorter life of just one day, revealing that it \u2018dates\u2019 more quickly.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-10962\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/03\/4-2.png\" alt=\"4\" width=\"940\" height=\"540\" \/><\/p>\n<p><strong>Audience profiles are constantly shifting<\/strong><\/p>\n<p>The lines between traditional right and left-leaning news sources are increasingly blurring. According to the Hitwise report, audiences that consume online news tend to shift more regularly than audiences of offline news, possibly because it\u2019s easier (and more discreet) to experiment with reading sources online.<\/p>\n<p>For example, comparing the month before and after Trump\u2019s inauguration, left-leaning newspapers such as The Guardian and The Independent gained readers from traditional right-leaning tabloids, such as The Sun, Express and Daily Mail (as the illustration below shows).<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-10963\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/03\/5-2.png\" alt=\"5\" width=\"940\" height=\"608\" \/><\/p>\n<p>It\u2019s important that content marketers keep a track of these shifts in their online audience, especially around key political or industry events. They should take note of the audience profiles that are consuming the most traffic, and particularly if they differ from what has historically been the biggest audience group. Understanding the sort of content that draws in particular audience groups and drives the most engagement is critical for forward planning.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Reports of \u2018fake news\u2019 and the millennial and Gen Z population becoming increasingly sceptical of traditional news sources, have been rife this year so far&#8230;but despite this, online news and media consumption is booming. A newly released report by Hitwise claims that 1 in every 9 visits online were made to news and media sites [&hellip;]<\/p>\n","protected":false},"author":96,"featured_media":113964,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.72,"reading_level_needs_review":"0","footnotes":""},"categories":[2904],"tags":[],"class_list":["post-113962","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Online news consumption: The biggest trends to get to grips with in 2017 | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/online-news-consumption-biggest-trends-get-grips-2017\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Online news consumption: The biggest trends to get to grips with in 2017 | DAC\" \/>\n<meta property=\"og:description\" content=\"Reports of \u2018fake news\u2019 and the millennial and Gen Z population becoming increasingly sceptical of traditional news sources, have been rife this year so far&#8230;but despite this, online news and media consumption is booming. 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