2017年-数据局_路透：2016年新闻通知和锁屏战争报告_36页_2mb

Summary of "News Alerts and the Battle for the Lockscreen" (Digital News Projects 2016)

Core Content

This report explores the role of news alerts in the smartphone notification landscape, focusing on user preferences, engagement, and the implications for publishers. It combines quantitative survey data and qualitative interviews across four countries: the United States, the United Kingdom, Germany, and Taiwan.

Main Points

1. The Notification Landscape and the Role of News

• Notification Types: Notifications are broadly categorized into three groups:

  • Personal/work-based productivity messaging (e.g., SMS, email, calendar reminders)
  • Timely news and information updates (e.g., news, sports scores, weather)
  • Lifestyle and leisure alerts (e.g., gaming, fitness, shopping vouchers)

• User Preferences: Personal messages are most valued and used, with 89% of users finding calendar reminders useful. News alerts and sports scores are less used but still valued highly (72%).

• Platform Differences: Apple devices are more prevalent in the UK and US, while Android dominates in all countries. However, Apple users receive more news alerts, possibly due to higher education levels and news interest.

2. News Notifications in Detail

• Usage Statistics:

  • Taiwan: 39% of users receive news alerts, the highest among the four countries.
  • UK: 27% of users receive news alerts, with the BBC being the most cited source (63%).
  • Germany: 24% of users receive news alerts, with n-TV and Tagesschau leading.
  • US: 33% of users receive news alerts, with CNN and Fox being top providers.

• User Engagement:

  • Breaking News is the most valued type of alert, with 66% of users across all countries finding it important.
  • Sports Scores are also highly valued, especially in the UK and Germany.
  • Political News is a major category in the US (39%), while Technology and Entertainment are more prominent in Taiwan.

• Alert Frequency:

  • The average number of alerts per day is around 10, but heavy users can receive over 40.
  • Taiwan has the highest number of alerts and the most complaints about them, while the UK has the highest satisfaction.

3. Current and Future Developments

• Alert Value: Most users (72%) value the news alerts they receive, and 73% are happy with the number they get.

• Uninstall Rates: Around 23% of users have uninstalled an app due to excessive alerts, with Taiwan having the highest rate (28%).

• Personalization and Control:

  • Users want more personalized alerts that align with their interests.
  • Many users are unaware of customization options for alerts.
  • Younger users are more likely to adjust settings and prefer fewer sounds.

• Future Opportunities:

  • Publishers should focus on relevance and personalization to avoid user frustration.
  • New formats and delivery methods (e.g., rich media, Apple News, Facebook Messenger) offer potential for growth.

4. Conclusions and Recommendations for Publishers

• Growth Potential:

  • News alerts are already valued and used, but there is significant room for growth.
  • Higher smartphone penetration and younger users’ habits suggest future expansion.

• Publisher Strategies:

  • Publishers should improve alert relevance and user control.
  • Personalization is key to increasing engagement and loyalty.
  • Platform partnerships (e.g., Apple News, Facebook Messenger) can offer new avenues for delivering alerts.

• User Sentiment:

  • Users are generally positive about alerts but frustrated by irrelevant content.
  • They are willing to tolerate some noise in exchange for important news.

Key Findings

• News alerts are second only to personal communication in importance.
• Breaking news is the most valued alert type, followed by world news.
• Apple users receive more news alerts, but this is influenced by their higher news interest and education levels.
• Younger users are more likely to engage with alerts and adjust settings.
• Taiwan has the highest alert usage and dissatisfaction, while the UK has the highest satisfaction.
• Uninstallation rates are linked to the number and type of alerts, not just news.
• Personalization is underutilized, with many users unaware of how to customize their alerts.

Winners and Losers

• BBC News is the top news alert provider in the UK (63%).
• CNN and Fox dominate in the US.
• n-TV and Tagesschau are leading in Germany.
• Yahoo News is the top in Taiwan, possibly due to TV brands lagging in digital presence.

Implications for the Future

• Publishers must focus on personalization and transparency in alert delivery.
• New formats and platform integrations (e.g., Apple News, Messenger) could enhance alert effectiveness.
• User control is crucial to maintaining trust and engagement.
• Younger users are key to the future of news alerts, with a growing habit of integrating them into daily routines.

Methodology

• Survey: Conducted by YouGov between September 26 and October 10, 2016, with 7,577 smartphone users across four countries.
• Qualitative Insights: 14 in-depth interviews with users of news and sport alerts.
• Background Interviews: Conducted with representatives from major news organizations to inform future trends.

Acknowledgements

• The research was supported by the Reuters Institute for the Study of Journalism, Google, and the Digital News Initiative.
• Thanks to Rasmus Kleis Nielsen, Annika Sehl, Richard Fletcher, and Antonis Kalogeropoulos for their guidance.
• Special thanks to YouGov and Jerry Latter for their support in the survey and interviews.