For Local News, Americans Embrace Digital but Still Want Strong Community Connection

The digital era is making its mark on local news. Nearly as many Americans today say they prefer to get their local news online as say they prefer to do so through the television set. The 41% of Americans who say they prefer getting their local news via TV and the 37% who prefer it online far outpace those who prefer a printed newspaper or the radio (13% and 8%, respectively). The degree to which the public accesses each type of provider digitally versus non-digitally varies a great deal. To start, the vast majority of Americans who get news from local TV stations primarily do so the old-fashioned way: from the television set (76%), not from the stations’ websites or social media accounts (22%). Radio is similarly tied to its traditional form. But most other providers have a substantial share of their audience accessing them online. For example, 43% of daily newspaper consumers tend to get that news digitally, as do 49% of those who rely on community newsletters or listservs.

The study also highlights a widespread lack of awareness about the revenue challenges facing many local news media operations. Even amid declining revenues and staffing, about seven-in-ten Americans think their local news outlets are doing very or somewhat well financially (71%). When it comes to their own financial support of the industry, just 14% of American adults say they have paid for local news in the past year, either through subscription, donation or membership. When those who don’t pay were asked why, the widespread availability of free content tops the list (49%). Only 10%, on the other hand, said concerns about quality of coverage was the top reason for not paying