Vividata: Baby Boomers more likely to access digital newspaper content directly

The latest Vividata release (Spring 2020) looks at how readers choose to access digital newspaper content by different generations.

It is no surprise that the older readers (Baby Boomers/Pre-Boomers) access digital content by going directly to news media websites using their digital subscriptions, via bookmarks or directly typing in URLs.

Younger generations (Gen X/Gen Y/Gen Z) predominantly choose to access digital content through Search and Social Media channels.