teen internet study for wan
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Teens Know What They Want Online
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What previous studies told usWhat previous studies told us
© 2009 Newspaper Association of America and Media Management Center
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How teens connect with news onlineHow teens connect with news online
• News is often just “too much”• They want to be informed and like when a
story “catches my eye”• Only somewhat interested – but very time
pressed • A struggle to engage; foreign language.
“Following the news” too daunting• They click away if it’s too hard
© 2009 Newspaper Association of America and Media Management Center
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Current
sites are
great for
news junkie
s
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6 cities, 12 focus groups, 96 teens
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© 2009 Newspaper Association of America and Media Management Center
This overwhelmed themThis overwhelmed them
• Text-heavy
• Photos don’t inform
• Too many choices
• No clear hierarchy
• Lists of headlines assume familiarity with the news
• Jargony
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© 2009 Newspaper Association of America and Media Management Center
This really turned them offThis really turned them off
• Long, undifferentiated text
• Requires protracted engagement
• Doesn’t entice them
• No clear exit
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They hated They hated this home this home
pagepage
© 2009 Newspaper Association of America and Media Management Center
•What’s important?•Too much info •Too many choices•Too much clicking•Pictures too small to be enticing
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This This home home pagepagedidn’t didn’t offer offer
enoughenough
© 2009 Newspaper Association of America and Media Management Center
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This disappointed them
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They do want to be informed
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What teens really want What teens really want
1. A quick way to keep up
2. More help understanding
3. More help getting interested
© 2009 Newspaper Association of America and Media Management Center
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That means… That means…
• Home pages must offer LESS–More like TV or radio– No-click overview with variety, selectivity
– Quickly and easily absorbed
© 2009 Newspaper Association of America and Media Management Center
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That means… That means…
• Story pages must offer MORE–More like magazines – The story plus --- explanation, synthesis,
background– Multiple entry points
© 2009 Newspaper Association of America and Media Management Center
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They liked this•Interesting•Understandable•Prioritized
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This home This home page page
worked for worked for themthem
© 2009 Newspaper Association of America and Media Management Center
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© 2009 Newspaper Association of America and Media Management Center
This story page attracted them
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10 easy tips
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10 easy tips
1. Don’t overload them.
2. Create home pages that satisfy.
3. Entice them to keep reading.
4. Summarize stories on the home page.
5. Include visuals with anything that matters.
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10 easy tips
6. Convey what’s important with a clear visual hierarchy.
7. Beware of too much scrolling and clicking.
8. Provide background, explanation and context.
9. Break up information into manageable chunks.
10.Get rid of clutter.
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