A survey of media consumers released Monday found Baby Boomers gravitating toward PBS’s news, while millennials are less familiar with NPR as compared other age groups.
Those were among the findings in the Pew Research Center’s “Millennials and Political News,” which examined where respondents get news, their trust of news organizations and other topics. NPR, PBS and the BBC were included in survey questions about news habits and name-brand awareness. Here are a few tidbits:
- Among Gen Xers (defined as ages 34–49), NPR ranked as the 4th–most-popular media outlet when respondents were asked to name their main source for news about government and politics. NPR was the top choice for 7 percent of Gen Xers; CNN was first in that age group, with an 18 percent share. No other public media outlet cracked the top five choices in any age group.
- More millennials and Gen Xers reported turning to NPR for news than to PBS, while PBS topped public media outlets among Boomers’ news sources. Twenty-four percent of Boomers ages 50–58 and 28 percent ages 59–68 said they got news from PBS. Just 12 percent of Gen Xers watched PBS for news, along with the same share of older millennials (ages 26–33). But just 7 percent of millennials ages 18–25 said they looked to PBS for news.
- NPR was the most popular public media source among millennials, yet had the lowest name recognition. Forty percent of younger millennials said they’d heard of NPR, 71 percent had heard of the BBC, and 85 percent knew of PBS. About 57 percent of respondents in other age groups were aware of NPR.
Dig into the full study here. What are your reactions? For starters: What do you make of the NPR awareness gap the study found among millennials? (And why were so many more younger millennials aware of the BBC than of NPR?)
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