More than nine in ten British adults follow the news before the working day starts – and around a third are on their smartphones, catching up on the latest news and current affairs before they get out of bed in the morning.
Whilst the surge in real-time news and use of smartphones and social media to signpost the latest news headlines has risen sharply, this doesn’t automatically imply that Brits get their news on the-go-during the day. The home remains a focal point for consumer news consumption. Also the advent of new media doesn’t necessarily imply a fall for traditional media. Television news remains hugely influential both at breakfast time and in the evenings, and the popularity of radio around the house has risen over the last four years – perhaps a consequence of more people working from home. The elephant study also reveals that the home setting is also key when it comes to how people share and talk about the news with family, friends and housemates. Understanding more about how people process, share and talk about the news and current affairs is, in some ways, more important than understanding which sources people choose to access information. The full report will be available to clients later this month, and the elephant team will also be running some insight highlights sessions for people that would like to discover more.