New insight explores media habits at home

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.