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1、 D I G I TA L N E W S P R O J E C T D I G I TA L N E W S P R O J E C T D I G I TA L N E W S P R O J E C T D I G I TA L N E W S NEWS ALERTS AND THE BATTLE FOR THE LOCKSCREEN NIC NEWMAN CONTENTS About the Author 5 Acknowledgements 5 Methodology 6 Executive Summary 7 1. The Notification Landscape and t
2、he Role of News 10 2. News Notifications in Detail 15 3. Current and Future Developments 25 4. Conclusions and Recommendations for Publishers 30 References 32 5 NEWS ALERTS AND THE BATTLE FOR THE LOCKSCREEN About the Author Nic Newman is a journalist and digital strategist who played a key role in s
3、haping the BBCs internet services over more than a decade. He was a founding member of the BBC News Website, leading international coverage as World Editor (19972001). As Head of Product Development, he led digital teams, developing websites, mobile, and interactive TV applications for all BBC Journ
4、alism sites. Nic is currently a Research Associate at the Reuters Institute for the Study of Journalism where he writes about changing audience behaviour and the impact of technology. He is the lead author of the Reuters Institute Digital News Report (201216) and the Reuters Institute Journalism Tre
5、nds and Predictions (2016). He also co- authored The Future of Online Video Report (2016). Acknowledgements Particular thanks are due to the team at the Reuters Institute. Research Director, Rasmus Kleis Nielsen, Annika Sehl, Richard Fletcher, and Antonis Kalogeropoulos provided invaluable advice wi
6、th survey preparation, analysis, and interpretation. Alex Reid and Hannah Marsh helped ensure a smooth publication process. The author would also like to thank Stephanie Frost and David Eastbury at YouGov for efficiency of the survey process and Jerry Latter and Kayo Hayashi for coordinating the int
7、erviews and translations across four countries and providing expert interpretation. Published by the Reuters Institute for the Study of Journalism with the support of Google and the Digital News Initiative NEWS ALERTS AND THE BATTLE FOR THE LOCKSCREEN 6 Methodology This research is based on a survey
8、 of smartphone users in four countries conducted by YouGov between 26 September and 10 October 2016. Total sample size was 7,577 adults in the UK, US, Germany, and Taiwan. The survey was carried out online. The table below sets out the sample sizes in each country. 2 METHODOLOGY USTAIWANGERMANYUK Sm
9、artphone users 1881102517011797 Smartphone users (%) 81%98%81%85% News ( and sport) alert users 679413475508 Data quoted in this survey are representative of smartphone users in each country, not of the total online population (row one above). We also look in detail at the subset of people who are u
10、sers of news and sport alerts (row three). For clarity, the base group along with the sample size is listed under each chart and we also try to make the base group clear when quoting figures within the text. In a few cases we use an aggregate figure, which is produced with an even weighting for each
11、 country to produce an average value. We combined this quantitative approach with a series of 14 in depth interviews. These were drawn from smartphone users who are active users of news and sport alerts. The aim was to understand preferences of this segment more fully as well as to uncover insights
12、about possible future use. Participants for the qualitative interviews were recruited according to the following specification: A split of men/women in each country Half aged 1844, half 45+ A split of Android/Apple users All to have news apps All to receive notifications from the news apps All to en
13、gage with notifications frequently Four from Germany, the UK, and the US; two from Taiwan In addition, background interviews were conducted with representatives of news organisations including the BBC, the Daily Telegraph, the Guardian, Financial Times, and The Economist to understand current indust
14、ry practice and inform the section on future developments. 7 NEWS ALERTS AND THE BATTLE FOR THE LOCKSCREEN Executive Summary As we move from a world of information scarcity to one of abundance, a key question is how publishers and brands can attract attention and build habit. This is a pressing issu
15、e on the smartphone, where consumers spend the majority of time with a handful of apps (Forrester Research 2015) that in most cases do not include news publishers. Our own research (Reuters Institute Digital News Report 201216) has tracked the growing importance of smartphones, the problems of visib
16、ility for news brands, as well as the trend to use distributed platforms like social networks to consume news on these devices. Publishers see the combination of news apps and mobile notifications as a key channel for rebuilding direct relationships with users on this critical device, unmediated by third parties. The amount of consumer usage of news notifications has tripled in many countries over the last three years (Newman et al. 2016) while news organisations have been s
