Baby Boomers love news

In our survey of news consumers for Kaleida’s News Ecosystem Report the 55+ age group showed that platforms are underserving this high value demographic.

While studying demographics and behaviours for Kaleida’s News Ecosystem Report we stumbled across a fascinating number. #

37% of news consumers prefer Publishers’ websites and apps as their main source of news online vs search or social media. That was twice as much as Facebook, and all the rest followed at much lower levels. #

That surprised us at first. So, we started digging. We found that this was true across the board, from younger news consumers (18 to 24 years) to the 55+ age group. The numbers suggested the younger demographic has more interest in news than you might expect, but then we discovered even more compelling data about the older demographic. #

Source: Kaleida’s News Ecosystem Report, 2018
Baby Boomers check the news throughout the day using multiple devices. They spend twice as much time (45min +) with news in a typical day compared with U55s. #


* Source: Kaleida’s News Ecosystem Report, CIA World Factbook, United Nations data and Nielsen Online. The 45+ age group constitutes 20% of the population. 76% share news with friends. 4B x 20% x 76% = 600M. #