Nearly one-in-three visits to the New York Times and the Wall Street Journal were from Millennial readers.
Those Millennials with their binge-watching, movie-streaming and listicles. What does their online engagement and mobile technology mean for traditional publishers? While the industry is experiencing decreased circulation and staffing challenges, reports that Millennials are disengaged from so-called “legacy publications” may be exaggerated.
Digiday reports that research firm ComScore has new data that a high percentage of Millennial readers are logging on to old school news websites in addition to the sites created to cater to them.
Buzzfeed, known for its lists, but recently embarking on more solid news and investigative reporting, rules. As of July, it had 38.5 million U.S. unique Millennial visitors, ComScore finds. This comprises just over half (51.6 percent) of all the 74.5 million Millennials who visited the Internet that month.
Gossip site Gawker was second with 24.3 million unique visitors, followed by Complex with 20.3 million.
But nearly one-in-three visits to the New York Times and the Wall Street Journal were from Millennial readers.
Elite Daily, the data finds, has made the most inroads into Millennial readership. The site that claims to be “The Voice of Gen-Y” boasts a 71 percent Millennial readership. Cosmopolitan ranks second with a 62 percent Millennial readership. More than half of Esquire’s readers are also Millennials, while GQ and Vogue can claim a readership that is two-fifths Millennials.
A recent wealth level study conducted by Spectrem’s Millionaire Corner on social media and mobile technology usage found that the highest percentage of Millionaire households follow the news on their smartphones, tablets and PC/Macs. Of these, PC/Macs were by far the platform of choice to view the news (39 percent) vs 13 percent for tablets and 10 percent for smartphones.
For Millennial-age respondents, however, their smartphone is the platform of choice to follow the news. Nearly half (48 percent) use the device for this purpose, compared with one-fourth of respondents ages 36-44, 17 percent of those ages 45-54 and 10 percent of Baby Boomers ages 55-64.
In comparison, only 8 percent of Millennials use their tablets to follow the news and 23 percent their PC/Macs.
Donald Liebenson writes news and features for Millionaire Corner. He has been published in the Chicago Tribune, The Chicago Sun-Times, The Los Angeles Times, Fiscal Times, Entertainment Weekly, Huffington Post, and other outlets. He has also served as a marketing writer for Chicago-based Questar Entertainment and distributor Baker & Taylor.
A graduate of the University of Southern California, he is married with a college-age son. He also writes extensively about entertainment.