Social has become a firm go-to destination for those wanting to keep up with the news and, across the 25 named online news publishers we track, it’s 44% of digital consumers who say that they have seen one of their stories or videos via social media in the last month. Kicking off a short series this week, today we narrow in on the demographics of this audience in North America.

Social News Consumers in this region are a predominantly young audience, with about 60% under the age of 34. Some context for this is provided by younger age groups spending the longest on social networks/services each day, and engaging with the widest range of platforms.

Despite this trend, maintaining a presence across a range of different channels remains key: in the last month, almost half of Social News Consumers in North America have also seen news content on a news website, while 16% have done so via an aggregator app like Apple News or Flipboard.

60% of Social News Consumers aged 16-34Explore data in PRO PlatformDownload The Beginners Guide to Audience Profiling


Written by

Katie is a Strategic Insights Manager at GWI. Moving to the company 4 years ago, Katie heads up the Strategic Insights team, overseeing the production of bespoke assets for clients. Katie also writes on GWI's blog, with a particular interest in social media and marketing.

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