Abstract

GUTIERREZ-RENTERIA, María Elena; RUIZ-SANCHEZ, Edgar Abraham  and  VARA-MIGUEL, Alfonso. Digital News Audiences in Mexico: Age Segment Analysis. Palabra Clave [online]. 2024, vol.27, n.3, e2737.  Epub July 31, 2024. ISSN 0122-8285.  https://doi.org/10.5294/pacla.2024.27.3.7.

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.

Keywords : Interest in news; digital audience; age; media industry; political affinity; media trust.

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