Scratching a constant itch for news
Routine: It's a constant, any time you've got a spare second.
Reminder: It's prompted by a general need and state of distraction – and often you just find yourself doing it without realising, any time you have a spare second.
Reward: It fills time, provides a break and distraction, fuels conversation.
Generations: Accounts for 27% of Millenials newsbrand habits and 17% of Boomers.
Platforms: The strongest platform for PC and mobile, but four in 10 occasions are print.
Keeping yourself informed about the news
Routine: Happens at regular points during the day, keeping up to date with breaking news. Dosing on little hits of lifestyle news.
Reminder: Focused on downtime or dead time, taking a break or being at a loose end.
Reward: Easy to find, interesting articles are the goal, helping you meet the need states of relaxing and being in the know.
Generations: Accounts for 33% of Millenials newsbrand habits and 37% of Boomers.
Platforms: Digital devices provide quick and easy access to breaking news, print provides updates on ongoing stories.
Moving from one place to another, using news to pass the time
Routine: Most common whilst commuting, provides just enough content to get you switched on – or switched off – for the next part of the day.
Reminder: A regular prompt based on your daily practice of moving from one place to another.
Reward: Raises a smile while filling the time and inspiring you for whatever follows.
Generations: Accounts for 29% of Millenials newsbrand habits and 8% of Boomers.
Platforms: Mobile is the strongest digital platform for this habit, although print accounts for almost six in 10 occasions.
Making time for yourself to enjoy the news
Routine: The news habit most associated with enjoyment, taking some time out to read the news.
Reminder: Centred around a break from everything else in the day.
Reward: Interesting articles with a strong point of view are the key here, in a ritual that helps you relax and unwind.
Generations: Accounts for 8% of Millenials newsbrand habits and 23% of Boomers.
Platforms: Print dominates this habit, accounting for over seven in 10 occasions, with online the next strongest.
Surrounding yourself with an in-depth perspective on the news
Routine: The print paper over breakfast is the classic example here, with lots of content being consumed – finance, sports and local news in particular.
Reminder: A regular activity, a conscious decision to find out more about a news story, to get an in-depth perspective, to be surrounded with news.
Reward: The chance to immerse in news, finding something interesting to fuel a leisurely conversation.
Generations: Accounts for 12% of Millenials newsbrand habits and 15% of Boomers.
Platforms: Print is the main platform for this habit, with the remainder of occasions split across digital devices.