Millennials’ news uptake continues to grow | Media Analysis | Business | News | Rapid TV News
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The key Millennial segment, defined as adults aged 21–37, is demonstrating growing news appetites in the US with Nielsen stats finding that news reaches 95% of this demographic and 99% of those 38 and older.

nielsen 11 sept 2018However, the older demographic spends three times longer engaging with national news in a year than millennials do.do.

Despite the difference in time spent with total news, when looking at digital news, both generations consume news on mobile devices equally. Mobile is driving digital news consumption, reaching 30% more digital news consumers than desktop, and a third of Millennial news viewers are reached only by digital news.

Yet in looking at the digital consumption of digital-first and national TV news, Nielsen also found that higher reach doesn’t guarantee lengthy engagement. Notably, the reach of digital-first news among both generations is higher than TV news on digital, yet both groups of consumers spend significantly less time with digital-first news than TV news on digital.