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Introduction
The Mexican news industry faces macro- and micro-environment challenges similar to those of other countries. This encourages scholars and media outlets to delve into the profile of audiences accustomed to the consumption of digital news because of the possibilities offered by the Internet, such as various platforms, social media, and news content aggregators typical of the current media industry environment (Kaufhold, 2021; Newman et al., 2021; Powers & Zhao, 2018).
Based on the Digital News Report survey conducted annually by the Reuters Institute for the Study of Journalism at the University of Oxford (Newman et al., 2021), this study compiles contributions from a media economics perspective, from which media management and media marketing emerge. It also helps media outlets assess their market strategy, market segmentation, and target market based on the characteristics of the audiences that consume digital news in an economy open to the global market (Albarran, 2017; Ha, 2021; Zheng et al., 2021).
The development of digital technologies in the media industry has led to significant changes in audiences' news and entertainment consumption habits (Arrese et al., 2019; Doyle, 2020; Ha, 2021). The removal of barriers to entry for new competitors has significantly increased the content supply, transforming how audiences consume news and entertainment (Doyle, 2020; Mitchelstein & Boczkowski, 2009; Picard, 2014). The new media market is characterized by more fragmented audiences (Olsen et al., 2021), the emergence of new alternative channels (Andersen et al., 2023), and new formats, such as streaming and podcasts (Aufderheide et al., 2020). Currently, audiences influence the media's news supply because of their multiple ways of accessing information on digital platforms in a place and at a time most convenient for them (Bachmann et al., 2012; Bakshy et al., 2015; Barnidge, 2015; Gil de Zúñiga et al., 2014). Paradoxically, the increase in the supply of content by both traditional and new media has been paralleled by a worrying loss of trust in news and an increase in information apathy or disinterest, especially in countries characterized by greater social and political polarization (Newman et al., 2023; Park et al., 2020).
From a business standpoint, some media outlets have seen a reduction in their traditional advertising revenue and have opted to diversify their revenue streams to achieve financial sustainability (Olsen et al., 2021). As readership continues to decline, media outlets are compelled to explore innovative revenue-generating strategies to ensure their survival (Kaye & Quinn, 2010; Nel, 2010). Traditional advertising revenue is insufficient to sustain news organizations in the digital age, and new business models have emerged (Berger et al., 2015; Casero-Ripollés & Izquierdo-Castillo, 2013; Medina et al., 2021). Mexico is no exception, and media outlets are trying to survive the decline in advertising revenue (Soto, 2020). They also seek to know, understand, and identify national audiences' profiles and digital information consumption habits due to the current environment in which the news industry participates.
In 2022, the COVID-19 pandemic accelerated some of the problems faced by Mexican media outlets over several years. On the one hand, the media faced a further drop in advertising revenue because audiences now access news content for free on various digital platforms and because of the adverse economic environment. However, news legacy brands face the acceleration of an open digital economy, which forces some to be disruptive and innovative in their business models (Wirtz, 2019).
Mexican media outlets have also suffered from reduced consumer interest in news and decreased media trust for various reasons. Among these are information fatigue (Groot & Klein, 2022; Schumann, 2022), political polarization (Tong et al., 2021), audience fragmentation (Peng & Tang, 2022), and false news information distributed through social media (Fletcher & Nielsen, 2017; Fletcher & Park, 2017; Galarza Molina, 2021; Galarza-Molina & Muñiz, 2021; Newman et al., 2023).
Most news consumption in this domestic market is still in the hands of the leading media companies with a historical share in the industry (Gutiérrez-Rentería & López Hernández, 2021). Television, commercial radio, and the press are traditional media with the highest penetration rates in the information market, with audiences' offline and digital presence. However, native digital media and social media on the Internet play a relevant role in the news market.
The adverse macroeconomic environment of the national news industry for many companies is also due to aggression against some news brands and prominent journalists who have been constantly exposed to attacks and discredit by Mexican President Andrés Manuel López Obrador (Abril & Reina, 2022).
The primary objective of this study is to identify whether age is related to the consumption habits of news content, interest in the news, trust in the news, and political affinity among audiences that consume digital news.
Literature
Numerous academic studies have shown a close relationship between media outlets and political parties (Albarran, 2017, 2019; Fletcher & Nielsen, 2017; Havens & Lotz, 2012; Holmes, 2021). Editorial information seems to reflect a close link between news companies and certain political parties. In other words, media owners seem more interested in showing political affinity in their editorial content than in presenting news objectively. Nonetheless, the target audience remains the primary objective (Albarran, 2017; Doyle, 2013a, 2013b; Gimpel, 2015; Ha, 2021; McDowell, 2006; Mierzejewska & Kolo, 2019; Picard, 2014; Rinsdorf, 2017; Sánchez-García, 2016; Sylvie, 2008).
Some authors point out that personal motivators may drive the level of trust and interest in the news because of the audience's social identity (Seifert et al., 2020), while Gil de Zúñiga et al. (2010) and Markov and Min (2020) affirm that they depend more on political affinity. Thus, audiences tend to select information that is consistent with their own beliefs, and they are exposed to content that influences their behavior regardless of the veracity of the facts presented through professional journalism (Di Domenico et al., 2021; Holmes, 2021; Park et al., 2020).
Scholars Gimpel (2015)) and Picard (2014)) agree with Albarran (2019)) that news media outlets should address the target audience according to the market for which they have been designed, primarily due to the current competitive environment of the industry. Audience fragmentation has also modified the types of interaction between supply and demand for information content. According to Doyle (2020), the consolidation of the competitive advantage of news organizations focuses on identifying the audience's characteristics according to market segmentation criteria and the profile of content consumer audiences.
In this regard, other authors, such as Goyanes (2020), Martínez-Torres and Gámez (2019), Park et al. (2020), and Vázquez (2002), point out that the various algorithms used to deliver news to citizens work according to the sociodemographic characteristics and information consumption habits of the population.
Some authors have devoted their efforts to understanding audience profiles according to age segment and region in various countries. Examples of this can be found in the works by De Coninck et al. (2019) and Fletcher and Nielsen (2017). Thus, demographics, socioeconomic segments, and attitudes regarding political affinity may influence audience trust and interest in news.
Few studies have been conducted in Mexico to reflect the profiles of digital news consumers (Gutiérrez-Rentería, 2020). Most studies address civic and political participation through social media, as well as the profile and involvement of audiences on various digital platforms (Benavides Almarza & García-Béjar, 2021; Cornelio-Marí, 2022; González Macías & García, 2019; Gutiérrez-Rentería et al., 2018; Rebolledo, 2018; Reguillo, 2012; Rivera-Pesquera et al., 2021; Sánchez-García, 2016; Sánchez-Nuevo et al., 2022; Sued, 2022). However, few scientific contributions deal with variables that correlate with audiences' interest in news offered by media outlets in the country.
Therefore, identifying news consumers' consumption habits and behavior according to the characteristics of audience segments by age group becomes a crucial task for those interested in this industry in Mexico.
This research aims to identify whether there is evidence on how different segments of digital audiences by age group influence interest in news, consumption habits, and political affinity regarding the people surveyed who access news content in digital format in the domestic market at least three times a week.
Methodology
Sample
This research is based on a survey of 2,005 people conducted in Mexico by YouGov. It was commissioned by the Reuters Institute for the Study of Journalism of the University of Oxford for its annual research project, the Digital News Report (Newman et al., 2021). One of the authors of this study participated as an academic partner in the project, specifically in selecting the topics to be explored in the questionnaire design and the data analysis.
The survey was conducted during the last week of January and the first week of February 2022. The filter for conducting the surveys is that the people surveyed in this country state that they consume news on the Internet at least three times a week. The population used for statistical analysis consisted of a random, non-stratified sample of people aged >18 years.
The Mexican audiences surveyed comprised 48 % males and 52 % females; 45 % of this population belongs to the low-income segment, followed by 44 % with medium income and 11 % with high income.
The people surveyed stated that they had an affinity with the center's political parties in each age group. However, the percentage of political affinity varies among the left, center, and right wings. The rate of people who do not know how they identify politically also varies by age.
Variables
The independent variable considered in this study is age, represented by various segments of digital news consumer audiences. The dependent variables were media trust, interest in news, and frequency of news consumption. Media trust and interest in the news were measured at low and high levels. The frequency of news consumption was measured using the following question: Typically, how often do you access news? By news, we mean national, international, regional/local news, and other topical events accessed via any platform (radio, TV, newspaper, or online). Possible answers were more than ten times a day, 6-10 times a day, 2-5 times a day, once a day, 4-6 days a week, 2-3 days a week, once a week, less often than once a week, less often than once a month, and never.
We have combined these variables to segment them into three different groups: news lovers-people who access the news several times a day and say they are highly interested in the news; daily briefer consumers-people who also access the news several times a day but are slightly less interested in the news; and casual or passive consumers-people who consume less frequently (between once a day and once a month) and they also tend to be less interested in the news.
Political affinity and trust in journalists and media outlets are dependent variables. The first one was measured through the question. Some talk about 'left,' 'right,' and 'center' to describe parties and politicians. (Generally, socialist parties would be considered 'left-wing' while conservative parties would be considered 'right-wing'). With this in mind, where would you place yourself on the following scale? The scale ranged from left to right wing. Finally, we measured trust in journalists or media outlets by asking, Which of the following do you tend to pay the most attention to when looking for news online? Possible answers were specific news brands, journalists, or commentators.
Data analysis
The statistical method used in this study was the chi-square test of independence between qualitative variables. Using this methodology, the observed frequencies (fo) and expected frequencies (fe) were compared for the two qualitative characteristics (De la Fuente-Fernández, 2016). The variables are more likely to be independent if the observed frequencies are similar to the expected frequencies. However, the more significant the difference between the observed and expected frequencies, the more likely the variables are independent.
The Xo is a free distribution test (non-parametric) that measures the discrepancy between the distribution of the observed and expected frequencies (Mendivelso & Rodríguez, 2018). This chi-square test is used to analyze research data for various studies in the social sciences.
Normality tests were not performed. Given its non-parametric nature, the chi-square test eliminates the need to assume a normal distribution, a typical prerequisite of parametric tests. This decision aligns with the study's objective of exploring how the different age groups that consume digital news correlate with other segments of the audience market in Mexico in 2022 without assuming a normal data distribution.
This study hypothesizes that the segmentation of digital news con sumers by age group serves as a significant indicator for delineating dis tinct audience market segments, each with its own characteristics of news consumption and behaviors of the people surveyed via digital platforms in Mexico during 2022.
This study explored the following questions and hypotheses:
Question 1: Is the classification of news consumers (news lovers, daily consumers, and casual news consumers) independent of the age-based segmentation of the digital audience?
Hypothesis 1: There is a correlation between age and an increased propensity for news consumption, suggesting that older people are likelier to be news lovers.
Question 2: Do trust in and interest in the Mexican media industry vary independently across different age segments of the audience?
Hypothesis 2: A relationship exists between age and elevated levels of trust and interest in the Mexican media industry, with the expectation that older people are likelier to have high trust and interest.
Question 3: Is there independence between the political affinities of the audience and their age segments?
Hypothesis 3: No significant correlation exists between age and political affinities in Mexico.
Question 4: Is the audience's attention to journalists and news brands independent of their age segmentation?
Hypothesis 4: A correlation is anticipated between the age segment of the audience and their attention toward journalists and news brands, indicating that the age group relates to media outlets' engagement preferences.
Results
Result 1. Audience members were classified as news lovers, daily consumers, and casual or passive consumers according to the number of times they accessed the news during the day and their interest in it. These were related to the digital audience segment according to age (Table 1).
Table 1 News Consumption Habits by Age. Mexico, 2022
| 18-24 | 25-34 | 35-44 | 45-54 | 55+ | |
| News lovers | 11 % (23 %) | 21 % (23 %) | 27 % (23 %) | 24 % (23 %) | 28 % (23 %) |
| Daily users | 40 % (52 %) | 51 % (52 %) | 52 % (52 %) | 58 % (52 %) | 58 % (52 %) |
| Casual consumers | 49 % (25 %) | 29 % (25 %) | 21 % (25 %) | 18 % (25 %) | 14 % (25 %) |
X2 = 160.9; p-value = 1.03E-30. The values in parentheses represent the expected frequencies.
Source: Own elaboration.
The chi-square test yielded a value of x2(160.9), p <.001, showing a statistically significant association between age group and the digital news consumption category. These results reject the null hypothesis of independence between age and news consumption habits, which suggests that age is significantly related to news engagement.
According to the findings (Table 1), the percentage of news lovers increased with age, ranging from 11 % in the youngest group (18-24) to 28 % in the oldest group (55+). Conversely, casual consumers decreased from 49 % in the 18-24 age group to 14 % in the 55+ age group. Daily users consistently increased from 40 % among the youngest to 58 % among the oldest age cohorts.
Otherwise, evidence shows that the segment over 55 reflects a higher percentage (28 %) than expected (23 %). This audience represented a group in Mexico that considered themselves news lovers. The 45-54-year-old segment also reflects higher rates (24 %) than expected (23 %). Daily news content consumers were represented in both audience segments by age. Finally, casual or passive consumers are located at a higher percentage (49 %) than expected (25 %) in those segments belonging to 18-24-year-old respondents.
Result 2. Trust and interest in the media depend on the segment of the digital audience according to age.
Table 2 Interest in News and Media Trust by Age Group. Mexico, 2022
| 18-24 | 25-34 | 35-44 | 45-54 | 55+ | |
| High trust, high interest | 10 % (25 %) | 21 % (25 %) | 26 % (25 %) | 31 % (25 %) | 32 % (25 %) |
| High trust, low interest | 18 % (12 %) | 13 % (12 %) | 12 % (12 %) | 9 % (12 %) | 9 % (12 %) |
| Low trust, high interest | 19 % (29 %) | 25 % (29 %) | 33 % (29 %) | 29 % (29 %) | 38 % (29 %) |
| Low trust, low interest | 53 % (34 %) | 40 % (34 %) | 29 % (34 %) | 30 % (34 %) | 21 % (34 %) |
X2 = 156.3; p-value = 2.91E-27. The values in parentheses represent the expected frequencies.
Source: Own elaboration.
A chi-square test was conducted to examine the independence of these variables, resulting in x2(156.3) with a p-value <.001, indicating a statistically significant association between age groups and their patterns of trust and interest in the news. This analysis challenges the null hypothesis of independence between variables, suggesting that age is significantly related to the level of trust and interest in news.
As shown in Table 2, the analysis of news consumption and media trust across different age groups in Mexico in 2022 revealed particularly notable findings among the youngest (18-24 years old) and oldest (55+ years) cohorts. The youngest group exhibited a lower (10 %) than expected (25 %) frequency in the high trust and interest category, aligning with their unique digital news consumption pattern. This group also tended toward low trust and high interest in news, deviating from the expected levels.
Conversely, the segment over 55 showed a 7 % higher observed rate than anticipated for high trust and interest in news, suggesting a distinct contrast in news consumption behavior compared to younger audiences. Additionally, this older cohort recorded higher than expected percentages in the low-trust, high-interest category, indicating nuanced engagement with the news media.
Furthermore, the analysis identified that the 18-24 and 25-34 age groups are mainly characterized by low trust in the media and low interest in news, underscoring a significant challenge for news organizations in engaging younger audiences. In contrast, the audience segment of the 45-54 age group reflects a higher percentage observed (31 %) than expected (25 %) in the category of high trust in the industry and interest in the news.
Result 3. The political affinity of an audience depends on the segment of the digital audience by age.
Table 3 Political Affinity by Age. Mexico, 2022
| 18-24 | 25-34 | 35-44 | 45-54 | 55+ | |
| Left | 24 % (23 %) | 23 % (23 %) | 27 % (23 %) | 25 % (23 %) | 18 % (23 %) |
| Center | 69 % (64 %) | 66 % (64 %) | 62 % (64 %) | 59 % (64 %) | 64 % (64 %) |
| Right | 7 % (13 %) | 11 % (13 %) | 12 % (13 %) | 16 % (13 % ) | 18 % (13 %) |
X2 = 28.7; p-value = .0003. The values in parentheses represent the expected frequencies.
Source: Own elaboration.
The survey illustrated distinctive patterns in political orientation among the age segments of 18-24, 45-54, and over 55 years. According to Table 3, there is apparent variation in political preferences with age. The chi-square test resulted in x2(28.7) and p <.001, indicating a statistically significant association between age and political affinity. Young adults aged 18-24 preferred the left with 24 %, slightly above the expected 23 %. This age group showed a significantly high inclination toward the center, with 69 % identifying with centrist politics, notably higher than the expected 64 %. Conversely, only 7 % of this group aligned to the right, markedly lower than the expected 13 %.
The middle-aged group (45-54) and the older cohort (55+ years) demonstrated a gradual increase in right-leaning affinity, with percentages rising to 16 % and 18 %, respectively, more than expected in this age seg ment. These two groups exceeded the expected rate by 13 %. Interestingly, these age groups showed a decrease in center-aligned preferences compared to younger age groups, with 59 % more than expected, for the 45-54 age group more than expected, and 64 % for those aged 55 and over, indicating a divergent political engagement pattern compared to the youngest cohort.
Result 4. Audience attention toward journalists and news brands is associated with the digital audience segment by age.
Significant evidence shows that digital audiences in Mexico, according to their age segment, pay more attention to media outlets and journalists.
Table 4 Attention to Journalists or Journalistic Brands by Age. Mexico, 2022
| 18-24 | 25-34 | 35-44 | 45-54 | 55+ | |
| Specific journalistic brands | 48 % (52 %) | 53 % (52 %) | 59 % (52 %) | 50 % (52 %) | 48 % (52 %) |
| Specific journalists or commentators | 23 % (29 %) | 23 % (29 %) | 25 % (29 %) | 32 % (29 %) | 41 % (29 %) |
| Don't know | 20 % (12 %) | 17 % (12 %) | 11 % (12 %) | 10 % (12 %) | 6 % (12 %) |
X2 = 87.54; p-value = 1.47E-13. The values in parentheses represent the expected frequencies.
Source: Own elaboration.
The findings (Table 4) indicate a nuanced pattern of media engagement across segments by age. A chi-square test analysis (x2 = 87.54, p = 1.47E-13) confirmed the statistically significant differences between the observed and expected frequencies, strongly suggesting an association between age and media engagement patterns, contrary to the null hypothesis, positing independent variables.
Analysis of the data revealed distinct engagement patterns across age segments. Individuals in the 18-24 age group exhibited notably lower engagement with journalists, commentators, and journalistic brands. This trend is consistent with the broader disengagement observed within younger demographic groups in media consumption. For the 25-34 age, the data showed a deviation from expected patterns, with only 23 % displaying heightened attention to journalists, a figure below anticipated levels (29 %). Concurrently, an unexpected 17 % of this age group reported uncertainty in their media preferences, indicating a higher-than-predicted level of indecision (12 %). The 35-44 age group demonstrates a particular affinity toward specific news brands, surpassing expected engagement levels of 59 %. This suggests stronger brand loyalty or preference within this generational segment, highlighting a distinct trend in how middle-aged audiences interact with the media.
Conversely, the audience segment exceeding 55 years old is distinguished by its considerable attention to individual journalists and commentators, with 41 % reporting higher engagement than expected. This finding indicates a preference for established journalistic personalities over broader brands. Additionally, a smaller-than-expected portion of this group expressed uncertainty regarding their preferences, pointing to increased decisiveness in media consumption among older adults.
Conclusions
This investigation delineates the intricate relationship between various segments of the audience market by age that consume digital news content and their distinct behaviors concerning news consumption habits, trust within the news industry, interest levels in journalistic content, and political leanings in Mexico. It seeks to understand how age relates to digital audiences' focus on journalists and media brands, with findings affirming that age is a pivotal factor in shaping perceptions and evaluations of the Mexican news industry.
This study underscores the significance of news media entities grasping generational nuances within market segments, aligning with insights from Albarran (2017, 2019), Fletcher and Nielsen (2017), Havens and Lotz (2012), and Holmes (2021). Furthermore, the study corroborates Havens and Lotz's (2012) observations on the connection between digital news consumers' age and their political affiliations, which in turn may be associated with their news interests based on the editorial slants of various outlets.
Seifert et al. (2020) outlined the motivational drivers behind news interest, which are linked to each audience segment's social identities and political affiliations. Gil de Zúñiga et al. (2010) suggest this, and Markov and Min (2020) further explore it.
Through the lens of segmentation by age, two distinct consumer profiles emerge: younger audiences (18~24 years) exhibit more casual consumption patterns than anticipated, demonstrate lower trust and interest in the news, and show an unexpected diminution in right-wing political affinity, alongside skepticism toward journalists or commentators. Conversely, those 55+ years old display a greater affinity for news, higher industry trust, and increased interest in journalistic content. This group also includes individuals with low industry trust, heightened content interest, and exceeding expectations. Their political leanings deviate from predictions, with fewer left-wing and more right-wing identifiers than foreseen and pronounced trust in specific journalists or commentators.
This study notes a decline in trust in the Mexican news industry, suggesting a comparative analysis with parallel markets, such as the Hispanic media industry. The onset of the COVID-19 pandemic in early 2022 significantly impacted Mexico, influencing news consumption patterns and prioritizing pandemic-related content, possibly leading to information fatigue affecting news interest.
Understanding age-specific news consumption patterns is crucial for Mexican media companies to develop strategic approaches to market positioning, editorial design, marketing, and revenue generation (Albarran, 2017, 2019; Doyle, 2020; Gimpel, 2015; Picard, 2014).
Limitations and future lines of research
This pioneering study is the first comprehensive examination of digital news consumption patterns in Mexico. It focuses on variations in interest in news, journalists, and news brands across different age groups. By delineating audience profiles within diverse population segments, this research contributes significantly to our understanding of digital news consumer behaviors in Mexico's digital economy.
However, the scope of the study could have been expanded by exploring the qualitative aspects that elucidate the reasons behind news content interest or the factors influencing trust levels within the news industry. Thus, this study presents an opportunity for future research to delve into the qualitative attributes of news and entertainment audience profiles in Mexico's digital environment, further enriching our understanding of these dynamics.
An additional limitation of this study, as outlined in the methodology section, is its reliance on a panel survey conducted among internet users. Consequently, these findings may only partially represent a part of the Mexican population. Internet users typically exhibit profiles with slightly higher income levels, education, and interest in public affairs than the general population. This suggests that the results might overemphasize the perspectives and news consumption behaviors of a more affluent and educated segment of society, potentially overlooking the nuances and variations among broader and more diverse audience groups. This gap underscores the need for future research to adopt a more inclusive sample that captures the full spectrum of news consumption patterns across all societal strata, thus providing a more comprehensive understanding of digital news consumption in Mexico.
Additionally, this investigation highlights potential avenues for information entrepreneurs within the domestic market to leverage the opportunities presented by the digital economy, particularly within the information industry's competitive landscape. This underscores the need to explore further how market structures and competitive strategies influence companies' engagement with audience segments, including the language and narratives employed to appeal to diverse groups.
Accordingly, future research should clarify the communication strategies of Mexican journalists and media outlets, aiming to decode the intricate relationship between market competition, audience segmentation, and the efficacy of various narrative approaches in capturing distinct audience demographics. Therefore, this study sheds light on current digital news consumption trends in Mexico and sets the stage for a deeper investigation into the qualitative nuances of audience engagement and strategic implications for media practitioners in the digital age.
