Perfil de un grupo de audiencia universitaria en México según su participación ciudadana, confianza en las instituciones e interacción cívica en los medios en 2017

Gutiérrez-Rentería, María-Elena; Santana, Josefina C.; López-Hernández, Carlos; Madero, Martha-Guadalupe Pérez-Ayala; Hellmueller, Lea

doi:10.26441/rc17.2-2018-a5

Cited by 2 publications

(1 citation statement)

References 17 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…In this Latin American region, leading brands have been harmed by a decline in the levels of trust and interest in the news industry, loss of confidence in various institutions, changes in audience consumption habits, and the amount of false news information distributed through social networks (Gutiérrez-Rentería et al, 2018;Newman et al, 2022).…”

Section: Digital News Industry In Mexicomentioning

confidence: 99%

Classification of Mexican audiences by their interest in digital news content and socioeconomic characteristics

Gutiérrez-Rentería,

Eccius-Wellmann,

Vara-Miguel

2024

Communication & Society

View full text Add to dashboard Cite

The news industry faces challenges due to the global macro and microeconomic environment. The current digital situation leads to the study of the characteristics of the audience interested in news content products. The central aim of this research is to classify the main attribute interest in digital news content in Mexico of the audience’s market by the attributes of age group, education level, and income level. This research is based on a survey of 2,005 digital news consumers in Mexico, directed in 2022 by the Reuters Institute for the Study of Journalism at the University of Oxford for the annual Digital News Report Study. The statistical method used is data mining with decision trees that classify the audience by the attribute of interest in the news as the dependent variable and attributes of age groups, education level, and income level as independent variables. These findings confirm the segmentation of digital news consumers’ audiences. The classification in which the attributes of age groups, level of education, and income level are considered simultaneously concerning audiences’ interests indicates that some of the predictions made show that some attributes may not be significant in some subsets, except for age group. The lowest average interest in the news is between 18 and 24 years, and the highest average interest in the news, which is nearly very interested, has audiences over 35 years.

show abstract

Section: Digital News Industry In Mexicomentioning

confidence: 99%

Classification of Mexican audiences by their interest in digital news content and socioeconomic characteristics

Gutiérrez-Rentería,

Eccius-Wellmann,

Vara-Miguel

2024

Communication & Society

View full text Add to dashboard Cite

show abstract

Digital News Audiences in Mexico: Age Segment Analysis

Gutiérrez-Rentería,

Ruiz-Sánchez,

Vara-Miguel

2024

Pacla

View full text Add to dashboard Cite

This study aims to determine whether news consumption, media trust, interest in news, and political affinity are correlated with the generational segment of the market, measured by the age of the digital audience. Furthermore, this study seeks to verify whether age is associated with digital audiences’ paying attention to journalists or news brands. This research is based on a survey of 2,005 people in Mexico by YouGov in 2022, commissioned by the Reuters Institute for the Study of Journalism at the University of Oxford as part of its annual Digital News Report. The statistical method used was the chi-square test of independence between qualitative variables. The results showed that age correlates with consumption habits, media trust, interest in news, and citizens’ political affinity for digital audiences in Mexico. Moreover, age relates to whether digital audiences focus on journalists or news brands in Latin America. This study delves into the characteristics of digital audiences in Mexico and contributes from a media economics, media management, and media marketing perspective. It also helps media organizations assess their market strategy, market segmentation, and target markets based on the characteristics of digital news audiences in Mexico.

show abstract

Perfil de un grupo de audiencia universitaria en México según su participación ciudadana, confianza en las instituciones e interacción cívica en los medios en 2017

Cited by 2 publications

References 17 publications

Classification of Mexican audiences by their interest in digital news content and socioeconomic characteristics

Classification of Mexican audiences by their interest in digital news content and socioeconomic characteristics

Digital News Audiences in Mexico: Age Segment Analysis

Contact Info

Product

Resources

About