Across markets, consumers want to keep on top of international news throughout the day. This is driven by their desire to be educated about the world and their place within it. They also want to see the complexities of international events, as well as understand how they relate to and impact local communities.
During the day, consumers receive push notifications to keep up with the latest international news headlines on their smartphones and tablet devices. They then use laptops to peruse news websites for further information on a story and to begin to form their own opinions about it. This is where they are most open to differing viewpoints and want to understand the wider context of an issue, such as climate change.
In the evening, many consumers use their televisions to watch English-language international news channels. They enjoy a mix of short and long format content, depending on their mood and the time of the day. For example, the morning is often the time for them to catch up on their favourite news channel to get the top level headlines and updates, whilst the evening may be better suited to more in-depth news programming.
Consumers from across all markets feel that the international news they consume tends to focus mainly on politics. As a result, they want to be informed about what is happening around the world but they also feel that there needs to be more coverage of other relevant and topical global events, such as economic issues, social justice and humanitarian crises.
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