NEW YORK, NY--(Marketwired - August 22, 2016) - A majority of Gen Z teen girls (52%) would like to be informed about current events, according to new research from Clover Letter and Cassandra, two expert companies on youth culture and trends. The problem? Media companies are primarily delivering fluff and clickbait to young women and rarely producing the smart, hard-hitting news they crave. The study uncovers that more than one in four female teens feel that the media is not giving them the content they deserve. In addition, one in five acknowledge they don't know where to get serious news. This showcases the need for media to offer more substantial news stories that are also personal, relevant, and delivered directly to this key audience.
Teen girls' attitude toward clickbait signals a wakeup call for media: they long for more serious news tailored specifically to them. To that point, about a third of teenage girls (32%) would rather be uninformed than have media waste their time with clickbait, and 37% say they hate-yes, hate-clickbait. Not only are they frustrated by this common practice, but 32% also think less of media outlets that use such sensationalist tactics.
In many ways, publications have missed the mark in how they provide news for young female audiences. More than a third of teen girls (35%) say media talks down to people their age, which leaves a white space in the market for high-quality news content that speaks to this demo. Gen Z teen girls are significantly more likely than their Millennial counterparts to feel there are not many news outlets that are relevant to people like them. A number of news outlets such as Lenny and The Skimm are addressing this need for smart news among Millennial women, and Clover Letter is helping fill the void for the next generation of young women.
Additional findings include:
- Traditional news platforms don't resonate with this audience:
- The top news sources for teenage girls are social media platforms, including Facebook (50%), Instagram (45%) and Twitter (32%).
- Gen Z teen girls are significantly more likely than Millennial women to use push notifications to get their news.
- Gen Z teen girls are more likely to get news from email newsletters (28%) than from newspapers, including both print and online.
- The depiction of female influencers in the media has a negative effect on Gen Z girls:
- 47% feel bad about themselves based on how the media portrays female influencers
- 43% wish there was more uplifting content on the Internet
The joint study from Clover Letter and Cassandra was generated through a quantitative online survey. Cassandra conducted the research, interviewing a nationally representative sample of 500 U.S. women aged 14 to 34, including 111 Gen Z teen girls aged 14 to 19 and 389 Millennial women aged 20 to 34. The survey was fielded from June 22 through July 1, 2016.
ABOUT CLOVER LETTER
Clover Letter is a new mobile media for girls founded by former magazine editors Liza Darwin (NYLON, MTV) and Casey Lewis (Teen Vogue, MTV). Launched in February 2016, Clover began as a daily email newsletter that delivers all the news girls need to know, first thing in the morning. In July, Clover newsletter expanded into an app that hosts hundreds of archived stories on everything from body image to breakup advice, as well as a community for engaged readers. Since its inception, Clover has been featured in publications like The New York Times, Wired, The American Press Institute, Jezebel, AdAge, and executed partnerships with companies such as Dove, Penguin Books, and Microsoft. For more information, visit cloverletter.com.
For almost 20 years, Cassandra has been the leading company for modern youth insights through its ongoing study of emerging trends in youth behavior. Cassandra identifies developing movements in popular culture and translates data into insights for the nation's top companies, brands, and institutions. From rich quantitative insights to robust qualitative learning, Cassandra is a must-have resource for marketers, consumer researchers, content creators, and product managers looking to the future and identifying Millennials and Gen Z as audiences to win. Cassandra is part of Engine Group, a mid-sized global marketing services network comprised of specialist communications agencies that transform brands through a collaborative culture and business approach. For more information, visit www.cassandra.co.
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