What consumers want from online news

News consumers are keen on “brand promiscuity”, their favourite information platforms are television and the Internet and usefulness, timeliness and easyness in getting news appear to be more important than quality and accuracy. These are the basic findings of the McKinsey Quarterly reasearch about online readers.

Media companies should be aware that the reader’s behaviour is changing: as he prefers relying on a variety of different sources, he appreciates quick and targeted informations, some solutions could be to offer multisource aggregators directly from a newspaper’s website, to thighten links and partnership with local institutions and within the different media companies, to invest in the development of new products for unsatisfied niches.