Brands eager to engage with consumers regularly should double down on news content. According to new research released by video ad enterprise, Teads, both UK men and women are checking the latest headlines and goings on more than ever before on mobile and social media.
More than 16,000 consumers were polled for their opinions on news and findings suggest the general public is currently very eager to consume news on a regular basis. Men are the biggest consumers though, as they clock in on their favoured news sites 29 times every week on average, while women do so 21 times.
More people are also using mobile devices to read the latest headlines. Just over half said they prefer to read articles and news on smartphones, with those aged 35 to 44 years old the most likely to consume online news overall.
The research is encouraging for brands who are using daily news postings to inform and educate their audiences, and improve the visibility and authority of their websites. Even better is the fact that 60% of respondents said they pay more attention to news published on blogs and other online mediums than they do to the news on television.
Advertising connected with news can be beneficial too, and in particular it can resonate with younger generations. “This research shows that consumers are valuing news more than ever,” said Emily Brewer, head of UK publishing at Teads. “Quality journalism is a crucial part of the free web.”