MWW News Discovery Report: 44% Get Their Morning News From Facebook; 29% From Twitter

National Study Reports Rapidly Evolving Consumption Behavior in Regard to How People Discover and Stay on Top of the News

Apr 10, 2013, 09:30 ET from MWW

EAST RUTHERFORD, N.J., April 10, 2013 /PRNewswire/ -- It is no secret that the digital and social media revolution has influenced profound and drastic changes on how the general public consumes news information.  To further explore changes in how people are gathering news information, MWW (, one of the top five global independent public relations firms, issued today a formal study "Media by the Numbers: The Changing Landscape of the News Consumption Cycle." The report focuses on when people consume news, what they consume, on what devices and through what channels they discover the news.

Some of the key findings reported in the research:

  • In terms of news distribution, 44% and 29% of people report following Facebook and Twitter links, respectively, in the morning
  • In terms of devices consumers use to get their news, smartphones hit 23% in the morning and usage peaks to 43% during lunch
  • Roughly 56% of people report receiving their news via email in the mornings but these numbers drop by mid-morning, and only partially rebound later in the day
  • 90% of consumers are interested in engaging with brands via news (making it valuable engagement content)

"Today, consumers spend the day moving through devices and sources as they consume news 24x7. Now more than ever, brands are challenged to build and maintain relevance in an environment where the information flow is not only constant, but the media and medium through which the information flows is constantly changing," said Ephraim Cohen, executive vice president of consumer technology and digital content, MWW.  "In crafting this study, we set out to help ensure our clients' news distribution strategies have the highest impact possible by mapping when you should send news, what type of news, to what media, in what format, and how it's likely to be shared."

The survey was conducted online in October 2012 among 396 adults ages 18 and older in the United States via on behalf of MWW. The online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.

For additional details and to view the full report, go to MWW Media by the Numbers.

About MWW
MWW is one of the nation's top mid-sized public relations firms and one of the five largest independent global agencies. The firm is industry-recognized for its work in consumer lifestyle marketing, digital marketing and social media, corporate communications, public affairs and government relations, consumer technology, healthcare and visual branding.

MWW's approach to building and accelerating relevance for clients has been recognized with top industry awards, including the 2012 "PR Agency of the Year," by the International Business Awards, 2011 "Midsize Agency of the Year" by the Holmes Report as well as "Digital Firm of the Year" and "Top Places to Work in PR" by PR News. For more information on the firm's capabilities and "Matter More" commitment, visit  Connect with MWW on Facebook, TwitterLinkedIn, Pinterest and Google Plus.