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

  • John Wilpers showcases top trends included in new FIPP Innovation World Report Messaging apps and chatbots are two of the main developments media should be paying a lot more attention to than is already the case, John Wilpers, Innovation Media Consulting senior US director and author of FIPP’s annual Innovation World Report, said at Digital Innovators’ Summit in Berlin today as he shared top media innovations from around the world. 20th Mar 2017 MagWorld
  • How to develop your chatbot strategy

    If you have Alexa, Amazon’s intelligent personal assistant, then you probably start your morning with a conversation with a chatbot. Because let’s admit it: chatbots are already everywhere. On the one hand, we love to hate them because they are, well, not human. On the other, we love to love them because they create an interactive and personalised experience. Brands have been quick to adopt this technology. Too many media companies lag behind experimenting in this field.

    16th Mar 2017 Insight News
  • Monetising content - from distribution to subscription Diversifying revenue streams is naturally on top of the to do list of the execs of most publishers. It is a topic that was widely covered at DIS 2017 with a number of speakers addressing the issue of monetisation from a number of differing perspectives on Day 1 and Day 2. 21st Mar 2017 MagWorld
  • Platforms as mass media, magazine media as niche and ‘why you should not outsource your future’ Published content drives daily news consumption and engagement on platforms all over the world. They (platforms) have become the new mass media. Magazine media are now in the niche media business, according to Grzegorz (Greg) Piechota, research associate at Harvard Business School and 2016 Nieman Fellow, presenting at Digital Innovators’ Summit yesterday in Berlin. 21st Mar 2017 MagWorld
  • Vivendi CEO highlights ‘five big opportunities for content creators’ There are five big opportunities right now for content creators. “Shared pain has been replaced by shared opportunity,” Vivendi CEO Arnaud de Puyfontaine said at Digital Innovators’ Summit 2017 today (21 March). 21st Mar 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

Upcoming @ FIPP

What’s happening now, what’s coming next

Go to Full Site