AUSTRALIAN adults can be broadly placed into one of seven news consumer segments, according to Australian Communications and Media Authority research.
Each segment presents its own demographic, behavioural and attitudinal features, allowing greater understand of how different groups in society engage with and think about news.
The findings are presented as a series of visual snapshots for each segment, highlighting key demographic and behavioural features and a detailed written report with comprehensive analysis.
Australian Communications and Media Authority (ACMA) said it would use the insights to inform the next News media in Australia major written report, scheduled for publication in 2027.
The News consumer segmentation report said research suggested that Australians continued to engage with news, but the depth and style of engagement varied substantially.
“Common barriers to news consumption include the perceived negativity, repetition and bias in mainstream news,’’ the report said.
“A key finding is that diverse and critical news consumption is concentrated among a relatively small proportion of the population.
“Due to the time taken to engage with multiple sources and verify information, these behaviours are more common among older Australians and audiences who prioritise news as part of their daily routine.
“However, even among more active consumers, the volume of information and effort required to maintain a diverse news diet and consistently cross-check sources is challenging.
“For the majority of Australians, news consumption is shaped by habit, convenience and time constraints.’’
The report said some relied on a limited set of familiar sources, especially public broadcasters, which were perceived to be trustworthy, while others turned to social media for convenience and accessibility.
“However, this introduces issues around misinformation and algorithmic bias,’’ the report said.
“Taken together, the insights suggest that the cognitive effort and time associated with navigating the modern news landscape present challenges.
“While Australians value being informed, many adopt lower-effort approaches, such as relying on familiar or trusted sources, or consuming news as it is presented to them, rather than actively seeking out a diverse range of content.
“There is widespread demand for balanced reporting, clearer separation of fact and opinion, more diverse perspectives and stronger editorial standards.
“A central challenge for news producers, regulators and policymakers will be supporting a news media sector that is both trustworthy and adaptable to diverse audience needs, within an increasingly complex and disparate information environment.”
The following news consumer segments were identified and analysed:
- Sceptical passives – 2.1 hours per week, 13 per cent of adults. These consumers tend to engage minimally with news, accessing the least weekly of all segments, with 38 per cent consuming no news in the past seven days. They typically encounter news incidentally through social media, hold low trust in mainstream outlets and feel overwhelmed by negativity.
- Online browsers – 3.3 hours per week, 14 per cent of adults. This segment is made up of light but frequent news consumers. They rely heavily on digital platforms, especially social media. Their engagement is reactive and cautious, shaped by scepticism towards news quality and fatigue from high volumes of emotionally charged content.
- News neutrals – 6.5 hours per week, 23 per cent of adults. This segment is made up of moderate consumers who see news as practical rather than central to daily life. They access a mix of platforms but engage at a surface level only. Emotional fatigue, time pressures and concerns about distressing content shape their selective patterns.
- Digital devotees – 8.4 hours per week, 15 per cent of adults. These consumers are digitally oriented, accessing news actively across online formats. They value speed and breadth, are confident spotting misinformation and frequently crosscheck sources.
- Trusting traditionalists – 14.0 hours per week, 20 per cent of adults. These consumers are older, highly engaged Australians who rely heavily on free-to-air (FTA) TV and radio. They have strong trust in mainstream journalism, appreciate routine and treat news as a social and civic anchor.
- Diversity seekers – 13.9 hours per week, 10 per cent of adults. This segment is made up of high-volume, multi-platform consumers who actively seek diverse viewpoints. They demonstrate strong media literacy and a high willingness to pay for news. They value balance, depth and a wide range of perspectives.
- News advocates – 30.2 hours per week, 5 per cent of adults. This segment is made up of the most intensive news consumers. They follow many topics, consult multiple sources and engage socially with news. They express strong trust in mainstream professional journalism, confidence in identifying bias and a desire for high editorial standards and broad international coverage.
The full report can be accessed on the ACMA website
