«How to Reach Swiss Digital Natives with News» – the results are in
Media houses are increasingly confronted with the challenge of no longer being able to reach younger people. The study “How to Reach Swiss Digital Natives with News” investigated the demands and expectations of young people with respect to news offerings and their media competence in dealing with news.
The study was conducted between 2019 and 2020 and was headed up by the IAM Institute of Applied Media Studies at the ZHAW Zurich University of Applied Sciences, which worked together with the Università della Svizzera italiana (USI) in Lugano and the University of Lausanne. A total of 66 young people aged between 12 and 20 from three Swiss language regions (German-speaking Switzerland, French-speaking Switzerland and the Italian-speaking canton of Ticino) participated in the study. One result from the study: young people want to receive more positive news. They would like to receive news offerings that provide a summary of the most important information with illustrations comprising images and short videos. The study’s findings contribute to an audience model that maps and systematises the news usage patterns of young people in Switzerland.