Millennials Go to Vice for News

Vice is going to love this. According to a report by Nieman Lab, Vice is the number one news site for youngsters among us. About 54 percent of visitors to Vice.com are millennials. Trailing — but not far behind — is BuzzFeed, at 52.9.

This isn’t that surprising. After all, Vice couldn’t try harder to court a young audience.

What we did find interesting was that The Guardian was the most popular among newspapers. Roughly 40 percent of The Guardian’s visitors are millennials; a solid lead over The New York Times (35 percent) and The Wall Street Journal (30 percent). We wonder — what is The Guardian doing that the Times and Journal are not?

The fact that newspapers are even in this battle is a good sign:

Millennials offer huge potential to digitally proficient publishers. Though they make up only 30 percent of the web audience, they routinely make up more than 30 percent of news site usage. They want and use digital news, much of it on mobile. While older readers spread their news consumption more widely among TV, radio, and print, as well as digital, millennials make up the first profoundly digital generation.

Check out the full Neiman Lab report here. It’s well worth your time.

[Image: Nieman Lab]