Local and national TV stations, newspapers, and radio stations still have core audiences for local and national news, sports, and entertainment, but they've failed to fully transport those audiences to their online channels. Examining the needs and interests of different generations illuminates how news has changed and how it needs to evolve further. Gen Yers care a lot less than Seniors about the quality of the news they consume and are more interested than older generations in interactivity and engaging visuals. Gen Y leads the demand for videos, customization, interactive tools, and community features on news Web sites, and media eBusiness executives have their work cut out for them to make their news experience relevant to Gen Y and future generations of news consumers.

Report Type: Trends
Source: Forrester Research
Author: Elizabeth Stark; Sarah Rotman Epps
Contributors:  Carrie Johnson; Kate van Geldern
Primary Role: eBusiness & Channel Strategy
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Forrester Research identifies and analyzes emerging trends in technology and their impact on business. Forrester provides companies with rigorous research, practical ideas, and objective guidance to help them thrive on technology change. Research topics include Automotive, Financial Services, Healthcare, IT Security and Spending, and Media and Entertainment, to name a few.