The Next Gen project focuses on the media consumption of emerging consumers. The survey's objective is to gather self-report information on news and media consumption patterns, perceptions of media, and changing demographics. The project will survey adults 18 years old and up but will oversample individuals 18-35, as those in that age group best fit the definition of "emerging consumers."
Background and Rationale
With the advent of the Internet and social media outlets, the concept and delivery of "news" has changed (and continues to change) dramatically. This is especially true for young adults. Knowledge and understanding of these changes is the purpose of the Next Gen project.
Previous research has investigated next generation media habits. However, such research has commonly used traditional media measures to examine audience behavior. Given the extreme changes seen in news consumption, leading to increased news consumption through aggregators and social media, traditional media measures that focus on attention to sources are unlikely to accurately capture modern audience news habits.
Furthermore, it is hoped that the Next Gen survey may be repeated in future years, allowing comparisons with previous years' results. Previous analyses of next generation media habits have not seen the survey repeated, meaning comparisons across time are not possible.
Next Gen is led by principal investigators:
- Dr. Gerald Kosicki, Associate Professor, OSU School of Communication
- George Pearson, OSU School of Communication
- Chris Booker, Asst.Director, Media relations, Media & PR (University Communications)
- Nikhil Hunshikatti, Vice President Acquisition, Gatehouse Media
Funding for the project has been provided by Gatehouse Media and The Ohio State University.