Skip to content
Skip to content

Learn more about our 2025 Impact Report!

American Press Institute
  • About
    • What We Do
    • Impact
    • History
    • Meet Our Team
    • API Updates
    • Financials
  • Resources
    Areas of Focus
    • Civic Discourse & Democracy
    • Culture & Inclusion
    • Community Engagement & Trust
    • Revenue & Resilience
    Our offerings
    Content
    • Articles
    • Studies & Reports
    • Special Editions & Series
    • Need to Know
    • API Media Inclusion & Impact Survey
    The latest
    • Special Edition

      Three steps to building a news product

    • Article

      Here are the convening skills journalists are using to build trust and community capital

    See all resources
  • Products & Programs
    • Better News
    • Table Stakes
    • API Inclusion Index
    • Metrics for News
    • Source Matters
    • API Leaders Fellowship for Inclusion & Impact
  • Events
    • Local News Summits
    • Webinars
  • API & You
    • Training and Support
    • Support Our Work
    • Apply for Grants
    • Join Our Team
    • Contact Us
NEED TO KNOW

Charts

  • PAY12: Millennials who personally pay for news are more likely to regularly follow several lifestyle topics

    Do not personally pay for news Personally pay for news Music, TV, and movies (including reviews, showtimes, etc.) 65% 68% Sports 44% 56% Food and [...]

    September 29, 2015
  • PAY13: Millennials who personally pay for news are more likely to regularly follow current events topics

    Do not pay for news Pay for news National politics or government 38% 51% Crime and public safety 42% 47% Science and technology 41% 45% [...]

    September 29, 2015
  • TYPOLOGY2: The Unattached are among the least likely to pay for news

    Unattached All Millennials Pay for any service 85% 87% Pay for news service 31% 40%

    September 25, 2015
  • TYPOLOGY3: Many of the Unattached go online for entertainment reasons

    Unattached All Millennials Stream music, TV, or movies 79% 68% Find information about events, movies, restaurants 53% 56% Shopping or researching products 55% 56% Playing [...]

    September 25, 2015
  • TYPOLOGY4: About 1 in 4 Explorers have household incomes of more than $75,000 a year

    Percent Less than $30,000 46% $30,000-$75,000 29% $75,000 or more 23% Missing 2%

    September 25, 2015
  • TYPOLOGY5: Many Explorers use news and information for a variety of social and civic reasons

    Explorers All Millennials Like to talk about what’s going on in news 74% 53% Stay informed to be a better citizen 64% 57% Enjoyable or [...]

    September 25, 2015
  • TYPOLOGY6: Explorers are among the most likely to get news at least several times a day from a variety of social media platforms

    Explorers All Millennials Facebook 52% 44% YouTube 29% 21% Instagram 25% 20% Twitter 14% 9% Reddit 12% 5%

    September 25, 2015
  • TYPOLOGY7: Nearly half of the Distracted have household incomes between $30,000 and $75,000 a year

    Percent Less than $30,000 36% $30,000-$75,000 42% $75,000 or more 18% Missing 4%

    September 25, 2015
  • TYPOLOGY8: Many of the Distracted do not use news and information for civic or social reasons

    Distracted All Millennials Stay informed to be a better citizen 47% 57% Like to talk about what’s going on in news 44% 53% Feel connected [...]

    September 25, 2015
  • TYPOLOGY9: The Distracted are among the least likely to get news at least several times a day from a variety of social media platforms

    Distracted All Millennials Facebook 44% 44% YouTube 10% 21% Instagram 14% 20% Twitter 6% 9% Reddit 2% 5% Tumblr 2% 5%

    September 25, 2015
Previous464748Next
Latest from Need to Know
  • Three steps to building a news product

    Continue ReadingContinue Reading
Newsletter

Need to Know

Useful insights for people advancing quality, innovative and sustainable journalism

Subscribe
Follow Us
ThreadsX
  • About
    • What We Do
    • Impact
    • History
    • Meet Our Team
    • API Updates
    • Financials
  • Our Areas of Focus
    • Civic Discourse & Democracy
    • Culture & Inclusion
    • Community Engagement & Trust
    • Revenue & Resilience
  • API & You
    • Join Our Team
    • Apply for Grants
    • Training and Support
    • Support Our Work
    • Contact Us
American Press Institute Logo White
  • Better News
  • Table Stakes
  • API Inclusion Index
  • Metrics for News
  • Source Matters
  • API Leaders Fellowship for Inclusion & Impact

© 1946 - 2026 American Press Institute • All Rights Reserved •

Privacy Policy • Terms of Use • Website by Elefant

Page load link

Press “ESC” key to close

main menu
  • About
    • What We Do
    • Impact
    • History
    • Meet Our Team
    • API Updates
    • Financials
  • Resources
    • Our Offerings
    • Areas of Focus
      • Civic Discourse & Democracy
      • Community Engagement & Trust
      • Culture & Inclusion
      • Revenue & Resilience
    • Content
      • Articles
      • Studies & Reports
      • Special Editions & Series
      • Need to Know
      • API Media Inclusion & Impact Survey
      • All Resources
  • Products & Programs
    • Better News
    • Table Stakes
    • API Inclusion Index
    • Metrics for News
    • Source Matters
    • API Leaders Fellowship for Inclusion & Impact
  • Events
    • Local News Summits
    • Webinars
  • API & You
    • Training and Support
    • Support Our Work
    • Apply for Grants
    • Join Our Team
    • Contact Us
Recent Resources
  • Article

    What journalists need in a chaotic news environment: Lessons from 2020

  • Article

    Keeping opinion local: The benefits of cutting national politics from opinion sections

get connected
ThreadsX
This website uses cookies and third party services.
OK
Go to Top