We live in a world where the immediacy of the news is highly valued by users, we see this daily when we enter our social networks and we see that trends are created and news is viralized at the same time that they are generated, the time that as users we are willing to wait to be able to inform ourselves it has been shortened considerably with the use of the internet.
In the digital age, a large amount of information is generated, the great demand and the speed with which news is consumed creates a circuit that makes the internet a repository of information of infinite size. According to a 2013 Intel study, 6 articles are published on Wikipedia per minute, 204 million emails are sent and 30 hours of video are uploaded.
The accumulation of information is so great that by 2015 it would take 5 years to see all the video that enters the internet in one second.
In this context, the challenge for the Press is to adapt to this rhythm since not only journalists disseminate the news, now those who have access to the internet (47% of the Peruvian population according to Arellano Marketing) can create informative or news content., which generates in most cases a lot of worthless information.
Thus, the work of the press is to inform in a more creative way, developing useful and dynamic tools for the reader. Reaching the user who is already immersed in a world saturated with information with data that generates value should be the path he takes.
The resources used for this purpose, with the best reception, are infographics, photo galleries, blogs and videos, since they inform in a didactic, practical and very visual way. Another characteristic appreciated by consumers of the information in these formats is that they are easy to disseminate, they are easily shared on social networks. Thus, the statistics and schemes that previously represented a headache for many, now in infographics are more agile assimilation.
What is the current consumer doing ?; the consumer, for his part, having at his disposal a large number of means through which to obtain information, chooses several; for example, an average viewer in Peru follows 3 channels, a listener is informed on 1.8 stations, an average reader reads 1.8 newspapers, and a netizen follows an average of 2.5 pages. And in addition, the crossing of is common, the consumer converges on different media in parallel, while he is watching a television program he comments on it via Twitter, he surfs the internet looking for information while listening to the radio, etc. It is a multimedia consumer.
This consumer is also informed by their reference groups, reads comments, takes sides against the position of other netizens, contrasts, compares and adopts a particular position. The current consumer looks for brands with which they feel identified, a medium of strong positions, provocative comments, shocking images or thoughtful analysis, the consumer has a vast range to choose from.
