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Net newsers - emerging US media consumption pattern

A new generation of well-educated, technically-savvy young web users are shaping the media consumption habits of the US.

The Pew Research Center report has identified a new behavioural pattern of media consumption is emerging, with 13 per cent of the US public as "net newsers". This group are web users under 35 who read more political blogs than watch national news coverage, rely heavily on web-based news during the day and have a strong interest in technology and technology news.

Net newsers are typically affluent and 80 per cent are graduates, making them a highly desirable demographic for advertisers.

They favour some traditional media brands, including the New Yorker, The Atlantic and the BBC, but only 47 per cent watch TV news on an average day.

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