Urban residents: People who live in large cities rely on a wider combination of platforms for information than others and are more likely to get local news and information via a range of digital activities, including internet searches, Twitter, blogs and the websites of local TV stations and newspapers. Urbanites were also those least tied to their communities in terms of how long they lived in the community and how many people they know…
…Suburban residents: Those who live in suburban communities are more likely than others to rely on local radio as a platform (perhaps because of relatively longer commuting times); they are more interested than others in news and information about arts and cultural events; and they are particularly interested in local restaurants, traffic, and taxes. Like urbanites, they are heavy digital participators who comment and share the news…
…Small town residents: Along with rural residents, people who live in smaller towns are more likely to rely on traditional news platforms such as television and newspapers to get local news; newspapers are especially important to them for civic information. Small town Americans prefer the local newspaper for a long list of information—including local weather, crime, community events, schools, arts and culture, taxes, housing, zoning, local government and social services. Residents of smaller towns are also the most likely to worry about what would happen if the local newspaper no longer existed.
Rural residents: Those who live in rural communities generally are less interested in almost all local topics than those in other communities. The one exception is taxes. They are also more reliant on traditional platforms such as newspapers and TV for most of the topics we queried. And they are less likely than others to say it is easier now to keep up with local information.
Every day, Yahoo displays about 13 million different news story combination on its homepage. Those stories are personalized based on demographic data and reading behavior, and the company keeps track of what kind of stories do well with which groups of people…
…To illustrate how this works, Yahoo has created an interactive data visualization that shows visitor traffic data in nearly real time. Using it, one can drill down into specific age groups, genders and story types to see what people’s aggregate reading habits look like.
To create the personalization Yahoo uses internally developed technologies called the Content Optimization and Relevance Engine (CORE).
Looking at past user behavior, algorithms are combined with human editorial expertise to allow us to carry out deep personalization to our more than 700 million users, giving them “must read” stories that are interesting and relevant. This C.O.R.E. data visualization reveals some of the factors that influence the display of articles in the Yahoo! Today module.
Image: Screenshot of Yahoo home page views by demographic and content category, via Visualize Yahoo.