Quantcast
return Home

The Economist on research, millennials, and big data

Earlier this year, The Economist unveiled the results of a new set of research into the media consumption habits of young people. The findings confirmed what had long been suspected throughout the global media industry: people no longer draw a distinction between new media and legacy media brands. We asked The Economist's Nick Blunden, MD of client strategy, to shed some light on the research surrounding this much talked about demographic.

"We wanted to find out more broadly how this generation look at and participate in media, and whether they do draw these distinctions between new media companies that have been positioned as being the kind of voice of that generation – Vice and people like that – and traditional media."

(0:30)

This generation, and in particular a sub-set of them, which we’ve called the ‘Generators’, which is an extremely influential group within millennials as a whole. About 1 in 3 millenials falls into this categorisation. And what we found out about them is that they’re some of the most sophisticated media consumers the world has ever seen. And actually they’re as willing and active to use traditional media as they are new media. 

When it comes to content… (1:15)

They are interested in all different kinds of content and all different types of topics. They consume more media than any other generation that’s gone before us – that’s good news. And the way they consume it is more varied. 

More generally, what is the current state of media research? (1:50)

Yeah, one can always do more. I think we’ve moved on a lot from where we were, both as an industry as a whole and certainly from an Economist perspective. But I think we still have some way to go if I’m being honest – and I think it’s less about the collection of it and its more about the anlaysis. Asking the right questions and then drawing the right conclusions. 

Big data (2:12)

People have got so caught up in this idea of BIG data that they want to measure and collect everything, but actually that is of little use unless you are using it.

The Economist Group is a member of FIPP.

More like this

How The Economist engages audiences on the go

The Economist reveals insights from award-winning research into millennials

The Economist’s ‘globally curious’ audience strategy in Asia

  • How The Economist built an award-winning engagement strategy Mobile-optimised content immersive experiences paired with direct response campaigns make for a successful marketing strategy, according to David Humber, marketing director, digital engagement at The Economist. Especially if the content is targeted at segments of its known audiences on topics that pique interest.  10th Jan 2017 MagWorld
  • 2017 could be the year of resurgence for magazines As new measurements are introduced and publishers develop innovative ways to create deeper connections with readers, magazines have a bright future. Reproduced here with thanks to Campaign, this article was authored by Sarah Hennessy, managing director at MEC. 17th Jan 2017 Industry News
  • The ad market in 2017 We wade through the predictions for the advertising market in 2017 to identify some trends that could have a major impact on publishers over the next 12 months and beyond. 10th Jan 2017 MagWorld
  • Audience engagement trends in 2017 As social channels continue their meteoric surge, publishers face the balancing act of growing their branded sites while using their content to engage audiences on platforms that aren’t theirs. 17th Jan 2017 MagWorld
  • How content plays a key role in customer acquisition journeys In the last five years content marketing has developed from being an experimental tactic used by a small number of innovative brands, to a must have tool for everyone from the biggest FMCG brands to the smallest B2B startups. 10th Jan 2017 MagWorld

In this article

SUBSCRIBE

FIPP newsletters allow you to keep up with industry trends, research, training and events across the world

FIND OUT MORE

SHARE YOUR NEWS

Get global coverage of your launches, company news and innovations

FIND OUT MORE
Go to Full Site